Penelitian ini dilatarbelakangi oleh tingginya tingkat kegagalan startup di Jabodetabek, meskipun kawasan ini menjadi pusat inovasi kewirausahaan di Indonesia. Banyak startup menghadapi kendala dalam pemanfaatan sumber daya yang terbatas dan kesulitan dalam menciptakan strategi bisnis yang adaptif. Untuk mengatasi tantangan ini, konsep entrepreneurial bricolage diusulkan sebagai strategi dalam memanfaatkan sumber daya yang ada secara kreatif. Penelitian ini bertujuan untuk menguji pengaruh entrepreneurial bricolage terhadap entrepreneurial performance dengan mempertimbangkan peran mediasi business model innovation dan moderasi market orientation. Metode yang digunakan dalam penelitian ini adalah survei dengan melibatkan pemilik usaha yang sudah berdiri minimal 1 tahun di Jabodetabek sebagai responden.Metode analisis dalam penelitian menggunakan SmartPLS. Model penelitian menguji delapan hipotesis utama, termasuk pengaruh langsung entrepreneurial bricolage terhadap entrepreneurial performance dan business model innovation, serta peran mediasi business model innovation dan moderasi market orientation dalam hubungan tersebut. Hasil penelitian menunjukkan bahwa dari 8 hipotesis terdapat 7 hipotesis mendapat dukungan atau signifikansi, dan 1 hipotesis ditolak atau tidak mendapat dukungan./ This research is motivated by the high failure rate of startups in Jabodetabek, despite the area being a hub for entrepreneurial innovation in Indonesia. Many startups face challenges in utilizing limited resources and struggle to develop adaptive business strategies. To address these challenges, the concept of entrepreneurial bricolage is proposed as a strategy to creatively leverage existing resources. This study aims to examine the impact of entrepreneurial bricolage on entrepreneurial performance with consideration of the mediating role of business model innovation and the moderating effect of market orientation. The research uses a survey method involving startup owners who have been operating for at least one year in Jabodetabek as respondents. Data collected were analyzed using SmartPLS. The research model tests eight main hypotheses, including the direct impact of entrepreneurial bricolage on entrepreneurial performance and business model innovation, as well as the mediating role of business model innovation and the moderating role of market orientation in these relationships. The results show that of the eight hypotheses tested, seven received significant support, while one hypothesis was rejected or not supported. These findings indicate that entrepreneurial bricolage plays an important role in improving entrepreneurial performance, and that business model innovation and a strong market orientation enhance this relationship.