This study aims to examine the influence of service quality and service innovation on the sustainability of Micro, Small, and Medium Enterprises (MSMEs) in Banjarmasin City. This research employed a quantitative approach using a survey method involving 100 MSME owners as respondents. Data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination analysis with the assistance of SPSS software. The findings reveal that service quality has a positive and significant effect on MSME business sustainability, with a t-value of 4.796 and a significance level of less than 0.001. Service innovation also has a positive and significant effect on business sustainability, with a t-value of 2.654 and a significance level of 0.009. Simultaneously, service quality and service innovation significantly affect MSME business sustainability, with an F-value of 49.586 and a significance level of less than 0.001. The Adjusted R Square value of 0.476 indicates that service quality and service innovation explain 47.6% of the variance in business sustainability, while the remaining 52.4% is influenced by other factors outside this study. These findings suggest that improving service quality accompanied by continuous service innovation can strengthen competitiveness and support the long-term sustainability of MSMEs amid increasingly dynamic economic competition.