The purpose of this study was to find out and analyze the influence of market orientation and product innovation on competitive advantage and the performance of marketing seaweed processing in Wakatobi. The variables of this study are market orientation, product innovation, competitive advantage and marketing performance. The population of this study was seaweed farmer groups with the number of respondents 48. The analysis used was descriptive and inferential analysis with the help of path analysis tools. The results of this study indicate that the direct influence of market orientation, product innovation and competitive advantage has a positive and significant effect on the performance of seaweed processing marketing in Wakatobi. While the indirect influence of market orientation and product innovation on marketing performance through competitive advantage plays a role in pseudo mediating.Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh orientasi pasar dan inovasi produk terhadap keunggulan bersaing dan kinerja pemasaran pengolahan rumput laut di Wakatobi. Variabel penelitian ini adalah orientasi pasar, inovasi produk, keunggulan bersaing dan kinerja pemasaran. Populasi penelitian ini adalah kelompok petani rumput laut dengan jumlah responden 48. Analisis yang digunakan adalah analisis deskriptif dan inferensial dengan bantuan alat analisis jalur. Hasil penelitian ini menunjukkan bahwa pengaruh langsung orientasi pasar, inovasi produk dan keunggulan bersaing berpengaruh positif dan signifikan terhadap kinerja pemasaran pengolahan rumput laut di Wakatobi. Sedangkan pengaruh tidak langsung orientasi pasar dan inovasi produk terhadap kinerja pemasaran melalui keunggulan bersaing berperan dalam memediasi semu.
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