The influence of digital marketing orientation on export intention: mediation impact of export channel selection

Abstract

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.

Keywords

• digital marketing orientation
• export channel
• export intention
• micro small medium enterprise
• indonesia