The Factors Affecting Business Innovation to Improve the MSME Competitiveness in Medan City

The development of Micro, Small, and Medium Enterprises (MSMEs) in Medan is still unstable. This condition related to limited working capital, low-quality human resources accessing information managing weaknesses obtaining market opportunities increasing share, product marketing. latest innovations are needed increase the MSMEs' competitiveness. study aims analyze performance MSMEs competitiveness determine effect innovation on Medan. included 20 business actors from Johor, Sunggal, Denai, Marelan. uses a quantitative descriptive method with purposive sampling. respondents were based agribusiness culinary processed derivative products. Data analyzed using Likert scale binary logistic regression. results showed that actors' by analyzing resulted very good category. highest certification indicator, while lowest service indicator. Meanwhile, factors influencing MSME level education technology. recommend government should train City online sales applications their share. Furthermore, support more accessible licensing process, BPOM socialize actors.