Studi ini menyoroti peran reputasi, inovasi, dan pengetahuan dalam meningkatkan kinerja UMKM pada sektor ekonomi oranye, di mana reputasi juga memediasi hubungan antara inovasi–kinerja dan pengetahuan–kinerja. Pengumpulan data dilakukan berdasarkan teknik wawancara, yang berhasil memperoleh sebanyak 177 responden atau pelaku ekonomi kreatif. Melalui perangkat lunak SmartPLS 4, dengan model persamaan struktural dan teknik Partial Least Squares (PLS-SEM), diungkapkan bahwa Reputasi dan Inovasi berpengaruh positif dan signifikan terhadap Kinerja UMKM pada sektor ekonomi oranye. Inovasi dan Pengetahuan juga dinyatakan berpengaruh positif dan signifikan terhadap Reputasi UMKM pada sektor ekonomi oranye. Reputasi juga berperan dalam memediasi hubungan antara Inovasi–Kinerja (complementary partial mediation) dan Pengetahuan–Kinerja (full mediation). Disisi lain, Pengetahuan dinyatakan tidak berpengaruh terhadap Kinerja UMKM pada sektor ekonomi oranye. Studi ini berkontribusi dalam memberikan wawasan baru mengenai topik kewirausahaan dan industri kreatif. / This study highlights the role of reputation, innovation, and knowledge in improving the performance of MSMEs in the orange economy sector, where reputation also mediates the relationship between innovation–performance and knowledge–performance. Data collection was carried out based on interview techniques, which successfully obtained 177 respondents or creative economy actors. Through SmartPLS 4 software, with a structural equation model and Partial Least Squares (PLS-SEM) technique, it was revealed that Reputation and Innovation have a positive and significant effect on the Performance of MSMEs in the orange economy sector. Innovation and Knowledge are also stated to have a positive and significant influence on the Reputation of MSMEs in the orange economy sector. Reputation also plays a role in mediating the relationship between Innovation–Performance (complementary partial mediation) and Knowledge– Performance (full mediation). On the other hand, Knowledge is stated to have no effect on the Performance of MSMEs in the orange economy sector. This study contributes to providing new insights into the topic of entrepreneurship and the creative industry.