Abstract
The purpose of this study is to determine the factors that affect MSMEs in Bogor Regency. Competitiveness factors are measured using product advantages, human resources, and product marketing through IT. The sample for this research includes the leading sectors of MSMEs in Bogor Regency, such as footwear, leather craft, and the food sector. The sampling method employs purposive sampling with a total of 100 respondents for the research. Data collection techniques include interviews, observations, and questionnaires. The data analysis method involves conducting instrument tests (validity test and reliability test) and data analysis techniques (multiple linear regression test, determination test, and t-test). A validity and reliability test is conducted with 30 respondents, all yielding valid and reliable results. The t-test results demonstrate that the independent variables, consisting of Quality Product, human resources, and IT marketing, have a significant positive effect on the competitiveness of MSMEs. In the F-test, a significance value smaller than 0.05 is obtained, proving that the independent variables collectively affect the dependent variable. The determination test reveals that Quality Product, human resources, and IT marketing collectively influence competitiveness by 56,7%, while the remaining variance is influenced by factors beyond the scope of this study's independent variables
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