<![CDATA[Objective – This study aims to investigate and analyze the influence of entrepreneurship education and market orientation on the business performance of micro, small, and medium enterprises (MSMEs) in the precious metal craft sector in Makassar City, with product innovation serving as a mediating variable. Design/methodology/approach – The data collection process used relies on a quantitative approach, with data collection techniques including observation, questionnaires, and documentation. In this study, the sample consisted of 100 MSMEs operating in the precious metal craft sector in Makassar City. Findings/Results – The results of the study indicate that entrepreneurship learning has a significant positive influence on business performance, while market orientation also shows the same impact. In addition, product innovation makes a positive and significant contribution to learning outcomes. Furthermore, product innovation is also proven to function as a mediating variable between entrepreneurship learning and business performance, as well as between product orientation and business performance itself.Originality/Value – The essence of this research is that the competitive success and performance of MSMEs in the precious metal craft sector is determined by more than just their ability to produce quality goods, but is also influenced by the strength of entrepreneurs to continue learning, understand market demands, and transform the knowledge gained into useful innovations. In other words, entrepreneurial learning and market orientation will have a broader impact on business performance if supported by the ability to innovate continuously.]]>
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