Examining the Influence of Innovation, Market Orientation, and Entrepreneurial Orientation on Marketing Performance in the Batik Industry

Pilang Village in Sragen Regency is renowned for its unique batik centers, known their distinctive flora and fauna ornaments. The local government actively supports artisans by promoting innovation providing assistance design, production, marketing. However, entrepreneurs the creative industry face challenges related to fostering innovation, strategic planning, embracing risk-taking enhance marketing performance. This study investigates influence of market orientation, entrepreneurial orientation on performance industry, focusing craftsmen from Village. A sample 53 respondents selected using saturated or census sampling techniques, data analysis conducted through Structural Equation Modeling (SEM) SmartPLS 3.0 application. findings demonstrate that significantly impact Consistent product addressing customer needs, following trends are crucial. Furthermore, emphasizing variations modernizing production processes play a vital role. An mindset embraces proactiveness effectively boosts sales success. offers valuable insights into industry's dynamics, importance customer-centricity, thrive competitive market.