1. ISTIANINGSIH NANIK - Student of Doctoral, Universitas Putra Indonesia YPTK, Padang, Indonesia.
2. DEFIT SARJON - Associate Professor, Universitas Putra Indonesia YPTK, Padang, Indonesia.
3. ZEFRIYENNI Z - Lecture, Universitas Putra Indonesia YPTK, Padang, Indonesia.
This study aims to determine, analyze, and measure the direct and indirect effects of the relationship between MSMEs Sustainability, business performance, Innovation and manager behavior as antecedent. Furthermore, the sample was 428 MSMEs at Bungo Regency. Data were analyzed using SEM PLS. empirically, the data were processed through the outer model stage. The results showed several invalid indicators were removed for further analysis. Because the processing of discriminant validity, Cronbach alpha, and AVE met the requirements, the model was declared feasible. In the Inner model, the results of five proposed hypotheses showed that all were accepted. SMSEs Sustainability in this case MSMEs can be achieved by improving SMS’s Performance by increasing the use of Innovation for businesses or MSMEs by improving Manager Behaviour to understand business conditions during the Covid-19 pandemic to be more courageous to face risks, implement business activities directly and are willing to make changes as needed, then increase commitment to the business undertaken and make past experience to improve the business in the future.
MSMEs Sustainability, Performance, Innovation, Manager Behavior.