<p>Entrepreneurship is considered important in reducing problems that arise in the economic and social fields in all nations. MSMEs are a type of business that plays a major role in economic growth and development in developing countries. MSMEs play an important role in driving Indonesia's economic development, covering 99% of all business units. Apart from that, MSMEs also contribute to GDP by 60.5% and to labor absorption by 96.9%. To be able to determine the success of establishing an MSME, it can be seen from its business performance. Entrepreneurial orientation is necessary for an MSME because it can reduce competitive pressure and thus increase competitive ability. Product innovation is also an aspect that can increase business success. The food and beverage industry is one of the MSME sectors that is growing the fastest. Especially in the city of Bandung, MSMEs in the food and beverage sector are developing. So every MSME is competing to maintain its business. This research aims to determine the influence of the relationship between entrepreneurial orientation, product innovation, and business performance both directly and indirectly. This research is quantitative research with a causal approach. The sampling technique used is nonprobability sampling with a purposive sampling approach. The sample used in this research was 90 culinary MSMEs in Bandung City. In processing this research data using SmartPLS. The data processed comes from respondents who have filled out the questionnaire distributed by the researcher. The results of this research show that the entrepreneurial orientation variable has a positive effect on the business performance variable, the product innovation variable has a positive effect on the business performance variable, and the entrepreneurial orientation variable and the product innovation variable simultaneously have a positive effect on the business performance variable.</p>