Abstract
The study factors influencing customers' preferences on the Micro, Small and Medium Enterprises (MSMEs) very important because their preferences could be determinant of MSMEs growth. The role MSMEs to Indonesian economic development very significantly. However, the existing research related to the issue still, in general, in nature by ignoring the customers needs and desire. It is, therefore, this study focuses on reviewing the factors influencing the consumer’s preferences in term of desire, and want in the MSMEs cluster in Central Java. The issue considered very important as their reference influenced MSMEs growth. The sampling method employed purposive sampling, two hundred MSMEs customers were selected as respondents by using questionnaires and in-depth interviews in Central Java. The quantitative, analytical, descriptive approach was used to develop empiric model The results showed that the factors important in the model of the Industrial Growth of MSMEs based on the potential for cluster and consumer behavior on the MSMEs in Central Java, consumers want quality products improved both in terms of variety, creativity, usefulness, comfort and the raw materials used. Quality of service is adequate as the hospitality service, smiles and greetings as well as the suitability of shop opening hours should also be improved. In addition, consumers want their pricing that fit or match the quality of the product, including the ease of paying such as cash, credit card or debit card. Consumers suggest the need for dissemination and promotion of the right and the right selection of the quality of the location or place of business such as the breadth of parking, location and convenience stores.

Keywords: Growth, Cluster, Consumer behavior, MSMEs