This study aims to: 1) describe market orientation, entrepreneurship orientation, innovation, mixed marketing and marketing performance, 2) analyze the effect of market orientation and entrepreneurship orientation on innovation, the effect of market orientation and entrepreneurship orientation on the mixed marketing, the influence of market orientation and entrepreneurship orientation on marketing performance. The study is a causality descriptive study to conduct clarity of the correlation and the influence of cause and effect among variables. The analysis technique is statistics descriptive and SEM. The findings of this study are as follows: a) Market orientation effects the innovation of Food and Beverage SMEs in Religious Tourism in Kudus, b) Entrepreneurship orientation effects the innovation of Food and Beverage SMEs of Religious Tourism in Kudus, c) Market orientation effects the mixed marketing of Food and Beverage SMEs of Religious Tourism, d) Entrepreneurship orientation affects the mixed marketing of Food and Beverage SMEs of Religious Tourism, e) Market orientation and Entrepreneurship orientation effect the marketing performance of Food and Beverage SMEs of Religious Tourism, f) Entrepreneurship orientation effects marketing performance of Food and Beverage SMEs of Religious Tourism, g) Innovation effects marketing performance of Food and Beverage SMEs of Religious Tourism, h) Mixed marketing effects marketing performance of Food and Beverage SMEs of Religious Tourism, i) Market orientation influences marketing performance of Food and Beverage SMEs of Religious Tourism by innovation, j) Entrepreneurship orientation influences marketing performance of Food and Beverage SMEs of Religious Tourism along with innovation.

This study seeks to analyze the effect of management commitment to service quality on service performance, the effect of management commitment to service quality on company’s reputation, the effect of service performance to company’s reputation, and the effect of management commitment to service quality on company’s reputation through service performance. The study employed structural equation modeling (SEM) as an analysis technique. The analysis shows that management commitment to service quality had a significant and positive effect on service performance, management commitment to service quality had a significant and positive effect on the company's reputation, service performance affected the company's reputation and management commitment to service quality affected the company's reputation through service performance.