This study aims to analyze the effect of entrepreneurial orientation, market
orientation, and product innovation on marketing performance. This research uses
quantitative methods. The sampling technique is Non-Probability Sampling,
purposive sampling approach, the number of samples is 130 respondents. The data
analysis technique used in this research is descriptive statistical analysis test, data
instrument test, classical assumption test, multiple linear regression test, model fit
test and hypothesis test. The results of the study show that entrepreneurial
orientation, market orientation, and product innovation simultaneously influence
marketing performance. However, when partially tested, entrepreneurial orientation
has a negative and insignificant effect on marketing performance, market
orientation has a positive and significant effect on marketing performance, while
product innovation has a positive and insignificant effect on marketing
performance.