The Micro, Small, and Medium Enterprises (MSMEs) in Sukmajaya District have shown positive development with diverse products. This study aims to determine the impact of HRM strategies and competitive advantages on the performance of MSMEs in the area. According to data from the Central Bureau of Statistics, there was a decline in MSME performance in 2022-2023. The research employs a quantitative method with a positivist approach to study a specific population or sample. The results indicate that HRM strategies and competitive advantages have a positive and significant impact on MSME performance. Linear regression analysis shows an Adjusted R2 of 0.876, meaning 87.6% of the MSME performance variance is explained by these variables. The F-test yields an F-value of 81.632, higher than the F-table value of 3.130, reinforcing the significant influence of HRM strategies and competitive advantages on MSME performance. This study provides
important guidance for optimizing HRM strategies and competitive advantages.
Keywords: MSMEs, HR Strategy, Competitive Advantage