<![CDATA[The intense level of competition in the culinary business sector requires entrepreneurs to develop competitive advantages in order to sustain and enhance their business performance. This research intends to examine the relationships among Entrepreneurial Orientation, Market Orientation, and Competitive Advantage among culinary traders operating in the Jombang Culinary Tourism Center. A quantitative approach with an explanatory research design was employed. The sample consisted of 150 respondents selected through purposive sampling based on the Slovin formula. Data were collected using questionnaires and analyzed through Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 3 software. The findings indicate that Entrepreneurial Orientation has a positive and significant effect on both Market Orientation and Competitive Advantage. Furthermore, Market Orientation also exerts a positive and significant influence on Competitive Advantage. The mediation analysis confirms that Market Orientation partially mediates the relationship between Entrepreneurial Orientation and Competitive Advantage. These findings suggest that achieving competitive advantage is not solely determined by entrepreneurs’ ability to innovate, act proactively, and take risks, but also by their capability to understand customer needs, monitor competitors’ strategies, and respond effectively to market dynamics. Therefore, strengthening entrepreneurial orientation supported by a strong market orientation is essential for enhancing the competitive advantage of culinary traders in the Jombang Culinary Tourism Center.]]>
