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This research is a test of the effect of entrepreneurial orientation, product innovation, and competitive advantage toward marketing of food and beverage UMKM in the city of Pasuruan. The research methodology used is quantitative research. The sample used was 47 respondents with the data analysis tool used was path analysis using SPSS software. Based on the partial test, it can be concluded that entrepreneurial orientation, product innovation and competitive advantage have an effect on marketing performance as well as the simultaneous test which shows that entrepreneurial orientation and competitive advantage have an effect on the marketing performance of food and beverage UMKM in Pasuruan City. Based on the description above, the researcher suggests that each UMKM actor can improve entrepreneurial orientation, competitive advantage and consider the importance of product innovation in improving marketing performance.

PENGARUH ORIENTASI KEWIRAUSAHAAN INOVASI PRODUK DAN KEUNGGULAN BERSAING TERHADAP PEMASARAN UMKM