1 RESEARCH BACKGROUND West Java is the one of potential development area of small medium enterprises in Indonesia. BPS data in 2016 noted that the core activities of small medium enterprises in West Java consists of food and beverage sector amount of 4.023 SMEs, wood processing sector amount of 3.987 SMEs, woven sector amount of 2.266 SMEs, pottery amount of 1828 SMEs and textile sector amount of 1,779 SMEs. According to (Irjayanti & Mulyono, 2012) the development of SMEs in West Java, facing obstacles caused by several problems such as the level of competition, access to financial resources and financing, fuel prices, technology, inefficient production costs, economic factors, management skills, limited sales and raw materials. This condition is influenced by the dynamic changes that occur in the marketing environment, thus affecting the company's goals in achieving the best performance (Craven & Piercy, 2013). Small medium enterperises performance achievement measured by marketing performance. Some researches explain that marketing performance is a description of how far a company is capable of executing marketing strategies and programs (Katsikeas, Morgan, Leonidou, & Hult, 2015) thereby creating value and efficiency within the company (Putri, Suryana, Tuhpawana, & Hasan, 2016). Marketing performance is an important element in SMEs activity, almost 75 percent of SMEs problems are related to marketing (Krake, 2005). This condition is caused marketing activities are an integral part of small medium enterprises activity (Rahab, 2009) Marketing performance at small medium enterprises is determined by the ability to respond to the marketing environment ranging from market conditions, competitors, consumers and ability to manage the limited resources, knowledge and experience as well as marketing activities (Krake, 2005)(Baker & Sinkula, 2009) (Haroon Hafeez, 2012). It explains, the ability to respond to the marketing environment must be integrated into the strategies and marketing programs in accordance with internal conditions so that the utilization of resources owned can take advantage of all opportunities to achieve the best marketing performance Marketing activities aims to create value for customers and build a profitable relationship (Armstrong & Kotler, 2015). Based on that, The Moderating Effect of Market Sensing Capability on relationship between Entrepreneurial Marketing and Marketing Performance (Study on Small Medium Enterprises in West Java) Dadan Abdul Aziz Mubarok 1 1) Student of Doctoral Program, Universitas Pendidikan Indonesia Email : dadan.aziz.mubarok@student.upi.edu Ratih Hurriyati, Disman, Lili Adi Wibowo Universitas Pendidikan Indonesia ABSTRACT: Marketing performance in small medium enterprises describes the success of marketing strategies and programs implementation. Several studies have described that small medium enterprises often encounter difficulties in marketing, caused of difficult to conduct market sensing capability for utilization of market opportunities that affect to marketing implementation for obtained profits. Study objectives to determine the effect of market sensing capabilities as moderation to entrepreneurial marketing and marketing performance. Survey conducted on 50 small medium enterprises food and beverage sector with a simple random sampling technique. Data analysis using linear regression. Result of study reveal that entrepreneurial marketing as a marketing activities guidance in Small Medium Enterprises affected toward marketing performance by market sensing capabilities as moderator variable. Keywords : Market Sensing Capability, Entrepreneurial Marketing, Marketing Performance, Small Medium Enterprises