This research was conducted to analyze the effect of innovation orientation and entrepreneurship on the competitive advantage of culinary MSMEs in the Cilandak Barat area, South Jakarta. The population used for this study was 36 actors in the culinary field of SMEC. The sampling technique uses a saturated sampling method. The data analysis tool used is PLS 3.0. The results of this study indicate that the innovation variable has a significant influence on the culinary competitiveness of SMEC. And, entrepreneurial orientation has a significant influence on the culinary competitiveness of SMEC. The researcher suggests SMECs to pay attention to other factors that can influence competitive advantage. Keywords: Innovation, Entrepreneurship Orientation, Competitive Advantage

Penelitian ini menganalisis pengaruh orientasi pasar dan orientasi kewirausahaan terhadap kinerja pemasaran Usaha Mikro Kecil Menengah (UMKM) kuliner di Ciganjur, Jakarta Selatan. Adapun tujuan dari penelitian ini dilakukan untuk: (1) menentukan pengaruh dari orientasi pasar terhadap kinerja pemasaran (2) menentukan pengaruh dari orientasi wirausaha terhadap kinerja pemasaran. Dengan menggunakan pendekatan penelitian deskriptif kuantitatif, teknik pengambilan sampel yang digunakan dalam penelitian ini adalah metode sampling sampling yang bersifat jenuh. Sumber data yang diperoleh dalam penelitian ini melalui proses penyebaran kuesioner kepada 44 responden UMKM kuliner yang terdaftar di Ciganjur, Jakarta Selatan. Alat analisis yang digunakan adalah Partial Least Square (PLS) 3.0. Adapun hasil penelitian yang diperoleh, yaitu (1) orientasi pasar berpengaruh secara signifikan terhadap kinerja pemasaran UMKM kuliner (2) Orientasi kewirausahaan tidak berpengaruh terhadap kinerja pemasaran UMKM kuliner.

<p>Impulsive purchases is one factor, which are considered by retailers and manufacturers. The purpose of this study was to determine the role of positive emotions in mediating the store atmosphere on impulsive purchases. The population in this study is the community in Cilandak West district which often make impulsive purchases in Matahari Cilandak Town Square. The size of the samples which are taken by as many as 50 people, with a non-probability sampling method particularly purposive sampling. Data is collected through questionnaires. The data analysis technique used is the PLS (Partial Least Square) method of analysis. These results indicate that the store atmosphere has a positive and significant impact on impulsive purchases at 0.387. Indirect effect store atmosphere of impulsive purchases through positive emotion at 0.431. Hence the indirect effect has more impact on the direct effect.</p><p><br />Keywords: Impulsive Purchases, Positive Emotion, Store Atmosphere</p>