The number of food and beverage SMEs in East Java with a total of 746,732 occupies the second highest position in Indonesia. But unfortunately, during the pandemic, food and beverage SMEs (both packaged food and beverage home industries as well as coffee shop businesses, depots and cafes) experienced an average decline of 63%. Even, most of them experienced decreases of sales, but they can survive in their business. This research aims to analyze the effect of Quadruple Helix (media, community, academics and governments) in improving innovation of MSME’s. The population in this study were members of the Samudra Jaya group of MSMEs. The Samudra Jaya MSME group was established in 2020. The number of registered members is 45 business actors. The respondent sample was taken from active members with a total of 30 business actors. Data analyzed used a regression method. The result shows that the community and academics have a significant effect in improving innovation of MSME’s.