Selling value is an indication of the sustainability of a service, therefore the determining factor of the Selling Value of the service output needs attention. The selling value referred to in the context of this research is the potential success of a business. A research on Service Selling Value: Betawi Cultural Arts Studio in the JABODETABEK area was carried out with the aim of analysing the influence of the Marketing Mix variables, Entrepreneurial Characteristics and the Selling Value Potential of an art. The population of this research is people in arts field including studio owners and all the artists of indigenous dance and music of Betawi culture. Data were collected through a survey with respondents selected by purposive sampling as many as 124 respondents who performed at the Betawi Culture arts kitchen in SetuBabakan. Data from these respondents were analysed using SEM (Structural Equation Model) of Lisrel program version 8.70. The results showed that the Marketing Mix variable had an effect on Entrepreneurial Characteristics; Marketing Mix variables affect the Selling Value Potential as well as the Entrepreneurial Characteristics variable influences the Selling Value Potential.