This study aims to determine whether there is an influence of entrepreneurial orientation, entrepreneurial value, corporate culture, and Information and Communication Technology on Return on Assets at Rural Banks in Jambi City. This research uses a quantitative approach associative research, which is measured using SmartPLS 3.0. The population in this study is Rural Banks in Jambi City. The sample is determined by using the total sample method (census) with the number of samples as much as the total population. The data used in this study are primary data and secondary data with data collection techniques using questionnaires via google form. The results of this study are Entrepreneurial Orientation has a positive and significant effect on Return on Assets at Rural Banks in Jambi City, entrepreneurial value has no positive and significant effect on return on assets at Rural Banks in Jambi City, corporate culture has a positive and significant effect on return on assets. significantly on return on assets at Rural Banks in Jambi City and ICT has no positive and significant effect on return on assets at Rural Banks in Jambi City.