Small and Medium Enterprises (SMEs) are assisting the economic recovery of various countries including Indonesia during the COVID-19 pandemic. The One Pesantren One Product (OPOP) social entrepreneurship program in East Java, Indonesia is implemented to empower the Islamic Boarding Schools environment-based economy. This study aims to determine the relationship between entrepreneurial orientation and market performance with brand orientation as a mediating variable on business growth in the East Java SMEs OPOP program. This research has used a proportional random sample with 110 SMEs respondents of the East Java OPOP program and Partial Least Square analysis. The results of this study have confirmed the positive influence of entrepreneurial orientation and market performance on brand orientation, and brand orientation on business growth. In addition, this study also shows that brand orientation was not influenced entrepreneurial orientation and market performance with business growth. This study shows that East Java SMEs OPOP program needs intensive attention to entrepreneurial orientation and market performance to encourage good business growth.