Pengaruh Orientasi Kewirausahaan Dan Inovasi Produk Terhadap Kinerja Pemasaran Kelompok Usaha Kecil dan Menengah (UMKM) Gading Sukowati di Kecamatan Masaran Kabupaten Sragen.

This study aims to examine the effect of entrepreneurial orientation and product innovation on the marketing performance of Gading Sukowati MSME members in Masaran sub-district, Sragen district, Central Java. The object of this research is a member of Gading Sukowati UMKM in Masaran sub-district, Sragen Regency. The population in this study is MSMEs in Masaran District. The sample to be studied is MSMEs registered as members of Gading Sukowati and selected using random sampling techniques on MSMEs engaged in food processing or culinary businesses. Data were collected using a questionnaire research instrument and processed using multiple linear regression analysis using the SPSS application The results of this study conclude that the variables of entrepreneurial orientation and product innovation simultaneously have a positive and significant effect on marketing performance. The entrepreneurial orientation variable also has a positive and significant effect on marketing performance, this is evidenced by the t-count value. Product innovation variable has a significant effect but the direction of the effect is negative