The Impact of Entrepreneurial Orientation on SMEs Performance in West Java Province: Market Orientation as Mediating Variable Vigory Gloriman Manali*, Fauziyah Adzimatinur, Faishal Rahimi Universitas Kuningan, Kuningan, Indonesia {vigoryglo@uniku.ac.id} Abstract In this study, we examine the effect of Entrepreneurial Orientation on the performance of SMEs by using the mediating impact of Market Orientation. We used respondents from four regions in the West Java Province of Indonesia. After the questionnaires were distributed using the purposive sampling method, a total of 188 respondents were obtained. The analytical technique used in this study was Structural Equation Modeling (SEM). From the results of the study, it was found that orientations can affect the performance of SMEs. Entrepreneurship Orientation and Market Orientation can affect the performance of SMEs. From testing the mediating effect, it is found that Market Orientation can mediate the relationship between Entrepreneurial Orientation and the performance of SMEs. The research results can provide information for entrepreneurs who want to explore Entrepreneurial Orientation and Market Orientation. Keywords: Mediating Variable; Market Orientation; SEM 1 Introduction Amid technological developments and uncertain times, SMEs are required to survive and be sustainable. Entrepreneurship is needed to survive [1, 2]. Most businesses usually fall into the SME business category [3]. SMEs have facilitated the dynamics in most business organizations in developing countries because they create new jobs and generate additional capital for the business [4]. Researchers are always interested in finding answers to what makes some entrepreneurs more successful than others, particularly in small and medium- sized enterprises (SMEs) from developing countries who usually struggle with survival [5]. Indonesia is one of the developing countries in the Southeast Asia region, and much research on the performance of SMEs has been carried out [6-11]. Several researchers revealed the importance of Entrepreneurial Orientation in influencing the performance of SMEs [6, 8, 9, 11]. However, several research results related to the effect of Entrepreneurial Orientation on SME performance still found contradictive [12-16]. [17] employ three dimensions (proactiveness, risk-taking, and competitive aggressiveness) into Entrepreneurial Orientation. The results show that proactiveness and competitiveness have a significant and positive impact on the performance of SMEs, while risk-taking has a significant and negative effect on the performance of SMEs. Furthermore, referring to research [13], Entrepreneurial Orientation has a positive and significant direct impact on the performance of SMEs. Then, research conducted by [14] shows that Entrepreneurial Orientation has a positive and UNISET 2021, December 02, Kuningan, Indonesia Copyright © 2022 EAI DOI 10.4108/eai.2-12-2021.2320216