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This Research aims to test and analysis environmental change influence of effort covering environment far, industrial environment and the internal environment, either through together and also by partial over effort competence on food and beverage entrepreneur middle and small scale in Malang and Pasuruan. Samples used for this research are 60 entrepreneurs with maximal capital criterion 200 million and the effort walk to minimize 5 year. The analysis data is conducted through inferential statistical test and test regression weight/loading factor. The results of research indicate that there are positive influence and significant between effort environmental variable over effort competence. Direct effect equal to 0.278, indirect effect equal to 0.663 and totally equal to 0.941
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