<![CDATA[A new era began with the Industrial Revolution 4.0 which was marked by digitalization and automation activities has changed the work pattern of the economy globally. Especially with the excitement of the spread of the corona virus which has rocked the world economy since the end of 2019 and peaked in 2020. The impact is not only on large companies, but also on MSMEs. The purpose of this study is to analyze the factors that influence the readiness of MSME management in Surabaya to face competition in the new era (industrial revolution era 4.0 and new normal. The influencing factors are reflected in the Global Value Chain (GVC) through business scale, productivity, access to finance / financial resources, IT application, HR competencies, owner's education level, and innovation ability. Furthermore, this research will analyze the factors that can trigger or hinder the readiness of MSMEs in facing 4.0 era This research uses quantitative methods. Researchers distributed questionnaires to 100 correspondents, namely MSMEs in Surabaya. Linear Regression Analysis of SPSS 21.0 statistical software packages used in the model and hypothesis testing in this study. The conclusion of this study is that productivity, access to finance / financial resources, IT application, HR Competency, Education Level, and Innovation ability affect the readiness of SME Management in Surabaya in the face of the industrial revolution era 4.0, while Business Scale does not affect the readiness of SME Management in Surabaya in the face of the industrial revolution era 4.0]]>
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