Indonesia is a country that is rich in tourist objects spread from Sabang to Merauke. The existence of various tourist objects in Indonesia is directed at increasing the effectiveness of entrepreneurship through promotional activities and developing tourism products and increasing synergies in tourism services. MSMEs can also act as a machine to share the results of development to every corner of Indonesia. The MSME sector is one of the sectors that is of concern because of its large contribution to the Indonesian economy. The purpose of this study is to explain the effect of income expectations, product variety, and social environment on entrepreneurial decisions. This research was conducted on MSME activists in the Sendang Bulus Tourism sector, Pager Village, Bungkal District, Ponorogo Regency. The number of samples in this study were 52 MSME activists using a non-probability sampling technique using saturated sampling. Collecting data using questionnaires. The results of the study show that Income Expectations have a positive and significant effect on Entrepreneurial Decisions; Product variations have a negative and insignificant effect on Entrepreneurial Decisions; The Social Environment positively and significantly influences Entrepreneurial Decisions.