Strategi Pemasaran Internasional UMKM Berbasis Sumber Daya Lokal

Studi Multi-Kasus pada Tiga UMKM Berorientasi Ekspor di Jawa Timur

Abstract

This study examines how micro, small, and medium-sized enterprises (MSMEs) based on local resources in East Java develop international marketing strategies to enter export markets amid limited organizational capacity. Using a qualitative multi-case study design, this research compares three export-oriented MSMEs producing furniture, handicrafts, and stone carvings, each relying on different local raw materials, namely wood, coconut shells, and natural stone. Data were collected through field observations, interviews, and export documents obtained from the three cases. The findings indicate that differences in institutional capacity shape distinct choices in the international marketing mix, particularly regarding payment methods, Incoterms, and buyer acquisition channels. MSMEs with greater capacity tend to use Letters of Credit and CIF terms, which provide greater risk control, whereas micro-scale MSMEs rely on direct transfers and Ex Works terms, which minimize their financial exposure but reduce their control over the export process. The entry of the three MSMEs into export markets follows an opportunistic rather than planned pattern, consistent with the network-based internationalization theory. This study contributes a strategic fit framework that links resource capacity with export marketing strategy choices among resource-based MSMEs in developing countries.