Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol.1, No.1 Januari 2023 e-ISSN: 2963-5225; p-ISSN: 2963-5284, Hal 156-166 Received Desember 30, 2022; Revised Desember 30, 2022; Januari 01, 2023 * Nila Rosdiana, Nilarsodiana12@gmail.com Peran Orientasi Kewirausahaan Islami dan Keunggulan Bersaing Dalam Meningkatkan Kinerja Pemasaran (Studi Kasus Pada Koaki Store) Nila Rosdiana Universitas Islam Negeri Sumatera Utara Korespondensi penulis: Nilarsodiana12@gmail.com Zuhrinal M Nawawi Universitas Islam Negeri Sumatera Utara Korespondensi penulis: zuhrinal.nawawi@uinsu.ac.id Abstract. Entrepreneurial activities have become one of the driving forces of society to carry out sales activities in this highly competitive era. Entrepreneurship has become one of the ideas or ideas that support the human ability to survive by utilizing the abilities they have. However, in running a business, it is necessary to have marketing which is the main way to increase the popularity of the community so that it is easily accepted by the general public. The marketing process must have indicators that are different from competitors so that it can become the core of the differentiation that will be developed by entrepreneurs. The purpose of this study is to measure the existence of an entrepreneurial orientation by using an Islamic perspective and competitive advantage to improve Koaki Store business marketing. Researchers used qualitative research methods using a descriptive approach so that the research results could be relevant to the research focus being studied. The data source used is the results of interviews with the owner of the Koaki store as well as several references that support the results of the analysis. Data collection techniques used were field observations to in-depth interviews. The data analysis technique used is the Miles and Huberman method. The results of the study show that in the orientation of Islamic entrepreneurship, Koaki store has implemented indicators of innovation, courage and ambition but is still far from fulfilling the aspect of not relying on other parties. Meanwhile, in terms of competitive advantage, Koaki stores have an innovative advantage by giving prizes as a form of loyalty to consumers and aimed at promoting Koaki Store products. Keywords: entrepeneur orientation, intention, Koaki Store Abstrak. Kegiatan berwirausaha telah menjadi salah satu penggerak masyarakat melakukan kegiatan penjualan di era yang sangat kompetitif ini. Wirausaha telah menjadi salah satu ide atau gagasan yang mendukung kemampuan manusia untuk bertahan hidup dengan memanfaatkan kemampuan yang dimiliki. Namun, dalam menjalankan sebuah usaha tentu perlu adanya pemasaran yang mejadi jalan utama dalam meningkatkan popularitas masyarakat sehingga mudah diterima oleh kalangan umum. Proses pemasaran tersebut harus memiliki indikator yang berbeda dengan pesaing sehingga dapat menjadi inti dari diferensiasi yang akan dikembangkan oleh wirausaha. Tujuan penelitian ini untuk mengukur keberadaan orientasi kewirausahaan dengan menggunakan pandangan Islam serta keunggulan dalam bersaing untuk meningkatkan pemasaran bisnis Koaki Store.