Pengaruh Innovation Capability, Export Marketing Strategy,  Dan Export Market Orientation  Terhadap Export Performance

Anjeli Dwi Syarafina; Agustina Fitrianingrum

doi:10.54209/jasmien.v5i02.991

Anjeli Dwi Syarafina Sultan Agung Islamic University
Agustina Fitrianingrum Dosen Program Studi Manajemen, Fakultas Ekonomi, Universitas Islam Sultan Agung, Semarang

DOI: https://doi.org/10.54209/jasmien.v5i02.991

Keywords: Innovation Capability, Export Marketing Strategy, Export Market Orientation, Export Performance, Furniture SMSES

Article Metrics

Abstract view : 78 times

Abstract

This study investigates the influence of innovation capability, export marketing strategy, and export market orientation on the export performance of furniture SMEs in Jepara Regency after the Covid-19 pandemic. The background of this research is the significant impact of the pandemic on the furniture sector, highlighting the need to enhance export performance through innovation, marketing strategies, and market orientation. The study involved 35 furniture SME owners who engaged in export activities in 2024, with the number of respondents determined using a census method. The research employs a quantitative approach to explain the relationships between variables, using questionnaire data for analysis and Partial Least Squares (PLS) analysis via Smart-PLS to examine the inter-variable relationships. The findings reveal that innovation capability, export marketing strategy, and export market orientation each have a positive and significant impact on export performance, both individually and simultaneously. In conclusion, these three variables are crucial for improving the export performance of furniture SMEs in Jepara to compete in the global market. These findings offer practical implications for SMEs to focus more on innovation and marketing strategies tailored to export market needs. It is hoped that this study will contribute positively to the development of furniture SMEs, enhance the country’s foreign exchange earnings, and provide valuable insights for readers.

References

Acikdilli, G., Mintu-Wimsatt, A., Kara, A., & Spillan, J. E. (2020). Export Market Orientation, Marketing Capabilities And Export Performance Of Smes In An Emerging Market: A Resource-Based Approach. Journal Of Marketing Theory And Practice, 30(4), 526–541. Https://Doi.Org/10.1080/10696679.2020.1809461
Akyol, A., & Akehurst, G. (2003). An Investigation Of Export Performance Variations Related To Corporate Export Market Orientation. European Business Review, 15(1), 5–19. Https://Doi.Org/10.1108/09555340310455155
Alshammari, S. D., & Islam, R. (2014). Impact Of The Antecedent Factors On The Performance Of Malaysian Export Companies. American Journal Of Economics And Business Administration, 6(2), 89–99. Https://Doi.Org/10.3844/Ajebasp.2014.89.99
Arifin, H. S. (2021). Strategi Ukm Mebel Menembus Ekspor.
Brodrechtova, Y. (2008). Determinants Of Export Marketing Strategies Of Forest Products Companies In The Context Of Transition—The Case Of Slovakia. 10, 450–459. Https://Doi.Org/10.1016/J.Forpol.2007.12.004
Cadogan, J. W., Kuivalainen, O., & Sundqvist, S. (2009). Export Market-Oriented Behavior And Export Performance: Quadratic And Moderating Effects Under Differing Degrees Of Market Dynamism And Internationalization. Journal Of International Marketing, 17(4), 71–89. Https://Doi.Org/10.1509/Jimk.17.4.71
Cavusg, S. T., & Zou, S. (1994). Marketing Strategy-Pe Relationship: An Investigation Of The Empirical Link I N Export Market Ventures. 58(1), 1–21.
Erlangga, A. (2020). Perjuangan-Pelaku-Usaha-Mebel-Di-Tengah-Pandemi-Covid-19.
Faradilla, S. (2017). Pengaruh Orientasi Pasar, Orientasi Kewirausahaan, Dan Intensitas Persaingan Terhadap Kinerja Pemasaran (Studi Pada Ukm Mebel Ekspor Di Kabupaten Jepara Selama Masa Pandemi Covid -19).
Fatimatuzzahroh, S. (2023). Analysis Of The Covid-19 Pandemic Impact On The Mebel Jepara Entrepreneur ’ S Income Intraduction. 59–74.
Hanaysha, J. R., Al-Shaikh, M. E., Joghee, S., & Alzoubi, H. M. (2022). Impact Of Innovation Capabilities On Business Sustainability In Small And Medium Enterprises. Fiib Business Review, 11(1), 67–78. Https://Doi.Org/10.1177/23197145211042232
Hayuningsih, A. D. (2012). Strategi Pemasaran Ekspor Pada Cv.Aryasena Art& Furniture Di Sukoharjo. Strategi Pemasaran Ekspor, 1(1), 100.
Info-Muria.Murianews.Com, & Hidayat, F. M. (2022). Lesu, Ekspor Mebel Jepara Turun 40 Persen—Murianews.
Koo, K. R., Kim, S. J., & Kim, K. H. (2016). The Effects Of Internal Marketing Capability On Export Marketing Strategy, B2b Marketing Mix And Export Performance. Journal Of Global Scholars Of Marketing Science: Bridging Asia And The World, 26(1), 51–65. Https://Doi.Org/10.1080/21639159.2015.1122956
Lawson, B., & Samson, D. (2001). Developing Innovation Capability In Organisations: A Dynamic Capabilities Approach. Dalam International Journal Of Innovation Management (Vol. 5, Nomor 3).
Lee, C., & Griffith, D. A. (2004). The Marketing Strategy-Performance Relationship In An Export-Driven Developing Economy: A Korean Illustration. International Marketing Review, 21(3), 321–334. Https://Doi.Org/10.1108/02651330410539648
Merdeka.Com, & Putra, I. R. (2021). Ekspor Mebel Jepara Anjlok Akibat Pandemi Covid-19. Dalam Merdeka.Com.
Mitariani, N. W. E., Yasa, N. N. K., Giantari, I. G. A. K., & Setiawan, P. Y. (2023). Improving Export Performance Trough Innovation Capability During Covid-19 Pandemic: The Mediation Role Of Aesthetic-Utilitarian Value And Positional Advantage. Uncertain Supply Chain Management, 11(1), 361–374. Https://Doi.Org/10.5267/J.Uscm.2022.9.006
Murray, J. Y., Gao, G. Y., & Kotabe, M. (2011). Market Orientation And Performance Of Export Ventures: The Process Through Marketing Capabilities And Competitive Advantages. Journal Of The Academy Of Marketing Science, 39(2), 252–269. Https://Doi.Org/10.1007/S11747-010-0195-4
Oktaviani, A. N. (2021). Model Peningkatan Busines Performance Melalui Knowledge Management Dan Innovation Capability Pada Industri Meubel Di Jawa Tengah.
Raharja, I., Hamdan, H., & Kurniawan, D. (2024). Export Market Orientation As Mediation Between Entrepreneurial Orientation And Learning Orientation On Export Sme Performance. Dinasti International Journal Of Management Science, 5(5), 1042–1056.
Robb, C. A., & Stephens, A. R. (2021). The Effects Of Market Orientation And Proactive Orientation On The Export Performance Of South African Smes. Journal Of Global Marketing, 34(5), 392–410. Https://Doi.Org/10.1080/08911762.2021.1894625
Salavou, H. E., & Halikias, J. (2009). Strategy Types Of Exporting Firms: A View On The Basis Of Competitive Advantage. European Business Review, 21(2), 144–158. Https://Doi.Org/10.1108/09555340910940141
Santika, E. F. (2023a). Databoks Negara Ekspor.
Santika, E. F. (2023b). Negara Dengan Pangsa Pasar Furnitur Terbesar Dunia, Indonesia Masuk Daftar!
Santika, I. W., & Pramudana, K. A. S. (2023). Peran Mediasi Export Market Orientation Pada Pengaruh International Entrepreneurial Orientation Terhadap Export Terpukul Dengan Pandemi Covid-19 Yang Memukul Sektor Pariwisata. Pemerintah Menggerakkan Ekspor Sebagai Solusi Dari Melemahnya Kinerja Usaha K. Buletin Studi Ekonomi, 28(01), 71–76.
Susatya, H. C. (2016). Pengaruh Kapabilitas Pemasaran Dan Orientasi Pasar Ekspor Terhadap Kinerja Pemasaran Ekspor Pada Eksportir Di Salatiga. 1–23.
Thirkell, P. C., & Dau, R. (1998). Export Performance: Success Determinants For New Zealand Manufacturing Exporters. European Journal Of Marketing, 32(9–10), 813–829. Https://Doi.Org/10.1108/03090569810232273
Zehir, C., Köle, M., & Yıldız, H. (2015). The Mediating Role Of Innovation Capability On Market Orientation And Export Performance: An Implementation On Smes In Turkey. Procedia - Social And Behavioral Sciences, 207, 700–708. Https://Doi.Org/10.1016/J.Sbspro.2015.10.141
Zou, S., & Stan, S. (1998). The Determinants Of Export Performance: A Review Of The Empirical Literature Between 1987 And 1997. International Marketing Review, 15(5), 333–356. Https://Doi.Org/10.1108/02651339810236290