<![CDATA[Purpose: This study aims to examine the effects of customer orientation and competitor orientation on marketing performance by investigating the mediating role of competitive advantage and the moderating role of service innovation among Umrah travel agencies in Banten Province. Research Methodology: This study employed a quantitative approach using a survey method. Data were collected from owners and marketing personnel of licensed Umrah travel agencies in Banten Province. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 to evaluate the proposed research model. Results: The findings indicate that customer orientation has a positive and significant effect on competitive advantage and marketing performance. Competitor orientation has a positive and significant effect on marketing performance but does not significantly influence competitive advantage. Furthermore, competitive advantage does not mediate the relationships between customer orientation and marketing performance or between competitor orientation and marketing performance. Likewise, service innovation does not significantly moderate the relationships between customer orientation and marketing performance or between competitor orientation and marketing performance. Conclusions: Customer orientation and competitor orientation directly contribute to improving marketing performance. However, competitive advantage and service innovation do not strengthen these relationships within the context of Umrah travel agencies in Banten Province. Limitations: This study focuses only on licensed Umrah travel agencies in Banten Province, limiting the generalizability of the findings to other service industries or geographical contexts. Contributions: This study contributes to the marketing management literature by extending the application of the Resource-Based View in explaining the relationships among customer orientation, competitor orientation, competitive advantage, service innovation, and marketing performance in the Umrah travel industry.]]>
