Indonesia has a vast coastal area with abundant natural gifts, and in the coastal area, MSMEs are essential for utilizing natural resources as a backbone for the national economy. Recent studies have shown that improving performance has been inversely proportional to the environmental impact. In addition, the COVID-19 pandemic and R-YouC led to the argument that the concept of ecopreneur cannot generate profit for businesses, especially in coastal areas. From 17 provinces in Indonesia with coastal coasts, this dissertation uses 5 (five) provinces in northeastern Indonesia that are less developed than the western part. Therefore, the sample of this dissertation is 312 small businesses as a respondent after eliminating the outlier. This dissertation uses SLR and TAA filtering methods; PCA to reduce the indicators; descriptive analysis for the respondents' characteristics and lambda value of the latent variables; and PLS-SEM. This dissertation concludes that MSMEs can improve their profit performance by implementing eco-agropreneurship. Internal and external factors have no direct influence on MSMEs' performance during the economic crisis due to COVID-19 and R-YouC. Internal and external factors will only have a statistically significant influence through the eco-agropreneurship variable. Other latent variables that affect eco-agropreneurship are current economic awareness and coastal areas. This research has implications for further research direction and related parties for the policymakers to consider the eco-agropreneurship model before making a decision.