Analysis of Factors Affecting Export Performance for MSMEs: The Role of Digital Marketing from an RBV Perspective
DOI:
https://doi.org/10.51278/bce.v6i3.2572Keywords:
Resource-Based View, Export Performance, Digital Marketing, Technology Capabilities, MSMEsAbstract
Exports, the activities of selling and transporting goods (both raw and finished) from one country to another, serve as a key source of state revenues and are necessary for a nation’s long-term economic viability. MSMEs represent 99% of the existing business units in Indonesia, but its contribution to the national export income is still relatively low with only 15.7%. The main objective of this study is to investigate the effect of Knowledge-Based Resources (Export Knowledge and Export Expertise) and Organizational Capabilities (Technology Capability, Marketing Capability, Product Innovation, and Process Innovation) on Export Performance. The study applies Export Strategy and Use of Digital Marketing as intermediary between them. A quantitative approach through Structural Equation Modeling (SEM) was used on survey data from Indonesian MSME exporters. It was found that Export Knowledge and Export Expertise significantly influence Export Strategy, which ultimately positively impacts Export Performance. Furthermore, Technological Capability, Marketing Capability, Product Innovation, and Process Innovation all also significantly influence the Use of Digital Marketing, which also positively impacts Export Performance. The findings of this study confirm all proposed hypotheses and indicate that a comprehensive set of internal factors (resources and capabilities) is crucial for enhancing export success.
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