Digitalization, Product Development Strategy, Marketing, and Institutional Support on Export Performance: Firm Size as a Mediating Variable
DOI:
https://doi.org/10.38035/jgia.v4i2.869Keywords:
Business Process Digitalization, Product Development Strategy, Institutional Support, Firm SizeFirm Size, Export PerformanceAbstract
Usaha mikro, kecil, dan menengah diharapkan memperluas basis ekspor Indonesia, tetapi kontribusinya terhadap ekspor masih kecil karena inovasi produk lemah, akses pasar luar negeri sempit, dan dukungan kelembagaan belum merata. Research gap penelitian ini terletak pada kecenderungan penelitian terdahulu yang menguji digitalisasi, strategi produk, kapabilitas pemasaran, dan dukungan kelembagaan secara terpisah, sehingga mekanisme yang mengubah faktor tersebut menjadi capaian ekspor jarang diuji dalam satu model. Penelitian ini bertujuan menganalisis pengaruh Business Process Digitalization, Product Development Strategy, International Marketing Capability, dan Institutional Support terhadap Export Performance dengan Firm Size sebagai variabel mediasi. Penelitian memakai pendekatan kuantitatif dengan desain eksplanatori terhadap 405 pemilik atau pengelola usaha eksportir di Kota Batam melalui kuesioner daring berskala Likert lima poin, kemudian data dianalisis dengan partial least squares structural equation modeling menggunakan SmartPLS 4. Hasil penelitian menunjukkan bahwa Business Process Digitalization, Product Development Strategy, Institutional Support, dan Firm Size berpengaruh positif dan signifikan terhadap Export Performance, sedangkan International Marketing Capability tidak berpengaruh signifikan. Firm Size memediasi pengaruh Business Process Digitalization, Product Development Strategy, dan Institutional Support, tetapi tidak memediasi International Marketing Capability. Temuan (novelty) penelitian ini memperlihatkan bahwa ukuran perusahaan bekerja sebagai saluran selektif yang mengubah kapabilitas internal dan dukungan eksternal menjadi kinerja ekspor.
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