Orientasi Pasar dan Orientasi Kewirausahaan terhadap Kinerja UMKM

This study aims to examine the influence of market orientation and entrepreneurial orientation on the performance of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. The research method used is a quantitative method with a survey approach. Data were collected through questionnaires distributed to 200 MSME actors in the trade, service, and creative industry sectors selected using purposive sampling techniques. The results of the study indicate that both market orientation and entrepreneurial orientation have a positive and significant effect on MSME performance. Entrepreneurial orientation has a greater influence than market orientation. The conclusion of this study states that both orientations are strategic elements that need to be considered by MSME actors to improve their competitiveness and business performance. Keywords: Competitiveness, Market Orientation, Entrepreneurial Orientation, MSME Performance