THE INFLUENCE OF THE EXPORT MARKET ENVIRONMENT, COMPETENCIES AND COMPANY CHARACTERISTICS ON EXPORT PERFORMANCE WITH STRATEGY AS AN INTERVENING VARIABLE

Abstrak

Cross-border trade refers to different cross-border marketing programs, specifically with regard to product offerings, promotional mixes, prices and distribution channel structures. The marketing mix refers to the combination of product strategy, distribution, promotion, and pricing. This strategy is unique and designed to satisfy the intended market. Companies must determine which countries to enter, how to enter each market segment in a country, how to adjust product prices in each different country, as well as how to align communication or promotion within different cultures. The purpose of this study is to find out the influence of the export market environment, company competence, company characteristics on strategy, find out the influence of the export market environment, company competence, company characteristics on export performance, and the influence of strategies that mediate the influence of the export market environment, company competence, company characteristics on export performance, and the influence of strategy on export performance. The number of respondents in this study is 325 export companies in Central Java and the Special Region of Yogyakarta. The research model used in this study is a cascading structure model and to test the hypothesis an SEM (Stuctural Equation Modelling) analysis technique is used which is operated through the LISREL program. The result of this study is that the export market environment has a positive and significant effect on the strategy. Company competencies do not have a positive and significant effect on strategy, Company characteristics do not have a positive and significant effect on strategy, Export market environment has a positive and significant effect on export performance, Company competencies have a positive and significant effect on export performance, Company characteristics have a positive and significant effect on export performance, strategies mediate the influence of the market environment export to export performance, the strategy does not mediate the influence of company competence on export performance, the strategy does not mediate the influence between company characteristics on export performance, the strategy has a positive and significant effect on export performance.