The existence of small and medium enterprises (SMEs) in developing countries can be said to be the backbone of the country's economy. This is proven that UKM has been able to move the wheels of the nation's economy and reduce the number of unemployed. Even though SMEs have several limitations, in fact they are able to compete with other companies. Even when economic conditions deteriorate and many large companies are threatened with bankruptcy, these SMEs are still able to survive. This fact shows the true strength of UKM. The strength of these SMEs arises because they have started to apply their entrepreneurial visions so that they are able to bring their companies to grow and develop and gain increased profitability.

In facing the era of globalization, the dependence of SMEs on the entrepreneurial orientation of their owners must be accompanied by the ability of companies to formulate strategies and implement these strategies properly. Companies need to make creative marketing strategies in accordance with changing environmental conditions. It can be said that the company's success in improving its performance depends on two factors, namely entrepreneurial orientation and its ability to compile creative marketing programs.

The results of Moirad et al's (2017) research show that entrepreneurial orientation is the key to improving company performance. Other studies say that creativity has an important influence on marketing performance because it is very beneficial for developing products (Manjani, 2018). From the results of his research emphasized that the creativity of marketing programs and environmental factors can affect marketing performance.

From a glimpse of the case above, determine what variables can be found, and how are the relationships between these variables?