The influence of digital marketing orientation on export intention: mediation impact of export channel selection
This study aims to analyze the role of digital marketing orientation and selection of export channels in export intention. This study also examines the selection of export channels as a mediating variable between digital marketing orientation and export intention. The partial least-squares structura...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Romanian Foundation for Business Intelligence
2023-09-01
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| Series: | SEA: Practical Application of Science |
| Subjects: | |
| Online Access: |
http://seaopenresearch.eu/Journals/articles/SPAS_32_5.pdf
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| _version_ | 1797652730392608768 |
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| author | Yusmar Ardhi HIDAYAT Farah Novita RAMADHANI |
| author_facet | Yusmar Ardhi HIDAYAT Farah Novita RAMADHANI |
| author_sort | Yusmar Ardhi HIDAYAT |
| collection | DOAJ |
| description | This study aims to analyze the role of digital marketing orientation and selection of export channels in export intention. This study also examines the selection of export channels as a mediating variable between digital marketing orientation and export intention. The partial least-squares structural equation model (PLS-SEM) was used for hypothesis testing. Primary data was obtained using a questionnaire. The sampling was carried out using a purpose sampling method with criteria for MSMEs, furniture and woven fabric that had used digital marketing in their business activities. The respondents were 100 owners of MSMEs that produce furniture and woven fabric in Indonesia. The results of this study indicated that the orientation to digital marketing and export channels has a positive effect on the intention to export. Export channel selection was a mediating variable in improving the relationship between digital marketing orientation and export intention. The selection of a good export channel increased the relationship between the influence of the digital marketing orientation and export intention. MSMEs should optimize digital marketing and select appropriate distribution channels to increase export intention. |
| first_indexed | 2024-03-11T16:33:15Z |
| format | Article |
| id | doaj.art-70f27d7c9d224be497604b821c93f826 |
| institution | Directory Open Access Journal |
| issn | 2360-2554 |
| language | English |
| last_indexed | 2024-03-11T16:33:15Z |
| publishDate | 2023-09-01 |
| publisher | Romanian Foundation for Business Intelligence |
| record_format | Article |
| series | SEA: Practical Application of Science |
| spelling | doaj.art-70f27d7c9d224be497604b821c93f8262023-10-23T19:34:37ZengRomanian Foundation for Business IntelligenceSEA: Practical Application of Science2360-25542023-09-01XI32 (2/2023)123131seapas:y:2023:i:32:p:123-131The influence of digital marketing orientation on export intention: mediation impact of export channel selectionYusmar Ardhi HIDAYAT0Farah Novita RAMADHANI1 Department of Business Administration, Politeknik Negeri Semarang, Indonesia Department of Business Administration, Politeknik Negeri Semarang, Indonesia This study aims to analyze the role of digital marketing orientation and selection of export channels in export intention. This study also examines the selection of export channels as a mediating variable between digital marketing orientation and export intention. The partial least-squares structural equation model (PLS-SEM) was used for hypothesis testing. Primary data was obtained using a questionnaire. The sampling was carried out using a purpose sampling method with criteria for MSMEs, furniture and woven fabric that had used digital marketing in their business activities. The respondents were 100 owners of MSMEs that produce furniture and woven fabric in Indonesia. The results of this study indicated that the orientation to digital marketing and export channels has a positive effect on the intention to export. Export channel selection was a mediating variable in improving the relationship between digital marketing orientation and export intention. The selection of a good export channel increased the relationship between the influence of the digital marketing orientation and export intention. MSMEs should optimize digital marketing and select appropriate distribution channels to increase export intention. http://seaopenresearch.eu/Journals/articles/SPAS_32_5.pdf digital marketing orientationexport channelexport intentionmicro small medium enterpriseindonesia |
| spellingShingle | Yusmar Ardhi HIDAYAT Farah Novita RAMADHANI The influence of digital marketing orientation on export intention: mediation impact of export channel selection SEA: Practical Application of Science digital marketing orientation export channel export intention micro small medium enterprise indonesia |
| title | The influence of digital marketing orientation on export intention: mediation impact of export channel selection |
| title_full | The influence of digital marketing orientation on export intention: mediation impact of export channel selection |
| title_fullStr | The influence of digital marketing orientation on export intention: mediation impact of export channel selection |
| title_full_unstemmed | The influence of digital marketing orientation on export intention: mediation impact of export channel selection |
| title_short | The influence of digital marketing orientation on export intention: mediation impact of export channel selection |
| title_sort | influence of digital marketing orientation on export intention mediation impact of export channel selection |
| topic | digital marketing orientation export channel export intention micro small medium enterprise indonesia |
| url |
http://seaopenresearch.eu/Journals/articles/SPAS_32_5.pdf
|
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