The Effect of Entrepreneur Orientation and Marketing Ambidexterity toward Business Performance

Existing research on entrepreneurial orientation has shown how entrepreneurial orientation an improve businessperformanc. However, the result obtained do not provide inconsistent result. This sudy develops a conceptualmodelto eximine the role fof marketing ambidexterity as mediating the relationship between entrepreneurship orientationand business performane.this study involved 180 SMEs taken using purposive sampling technique and the data wereanalyzed using SEM-PLS 4.0. the result showed that entrepreneurship orientation failed to affect businessperformance directly. However, marketing ambidexterity successfully mediates the relationship betweenentrepreneurship orientation dan business performance.