The Effect of Export Readiness, Firm Size, Regional Business Environment, Mentoring Effectiveness, and Digital Capability on The Export Marketing Performance of MSMEs Participating in ECP
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2026-11-15Downloads
Abstract
This study examines the effect of export readiness, firm size, regional business environment, mentoring effectiveness, and digital capability on the export marketing performance of Micro, Small, and Medium Enterprises (MSMEs) participating in the Export Coaching Program (ECP) organized by the Export and Trade Services Human Resources Development Center (PPEJP), Ministry of Trade of the Republic of Indonesia, during 2023-2025. Using an explanatory quantitative approach, secondary data from 629 ECP participants selected through a saturated (census) sampling technique were analyzed using binary logistic regression. The results show that export readiness has a positive and significant effect on export marketing performance (Odds Ratio = 2.986; p < 0.001), as does digital capability (Odds Ratio = 1.710; p = 0.004), while firm size, regional business environment, and mentoring effectiveness show no significant effect. The estimated model is fit (Hosmer-Lemeshow p = 0.353), with a Nagelkerke R² of 10.7%. Export readiness is the most dominant predictor, followed by digital capability. These findings support the Resource-Based View, indicating that valuable and inimitable internal resources are the primary determinants of MSME export marketing performance.
Keywords:
Export Digital Entrepreneurship MSMEs CoachingReferences
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