Does Information Technology Affect the Marketing Performance of Exporting Small and Medium Enterprises (SMEs) Which Depend on Intermediaries?

Achmad Zaini () and Diana Eka Poernamawati
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Achmad Zaini: State Polytechnic of Malang, Department of Business Administration
Diana Eka Poernamawati: State Polytechnic of Malang, Department of Business Administration

A chapter in Proceedings of the 3rd Annual Management, Business and Economics Conference (AMBEC 2021), 2023, pp 324-336 from Springer

Abstract: Abstract This study analyzes the function of IT in mediating entrepreneurial and marketing attitude to improve SME marketing performance. This research was conducted in Greater Malang, East Java, Indonesia from May to June 2019 using a sample of 50 exporting SMEs—but only 43 units answered the questionnaires. The investigation used PLS technique. Market orientation characteristics positively affect entrepreneurial orientation and marketing performance. Entrepreneurial orientation doesn’t affect marketing performance. Market orientation doesn’t impact IT. Entrepreneurial orientation affects IT. Marketing performance isn’t affected by IT. Market orientation does not affect IT marketing performance. Entrepreneurial orientation does not affect IT marketing performance. These results demonstrated that when SMEs export through intermediaries, entrepreneurial orientation, market orientation, and IT cannot grow adequately to promote marketing performance. Research is confined to exporting SMEs in Greater Malang registered with East Java’s Department of Cooperatives. In the first place, the findings could serve as a point of reference for the implementation of information technology, entrepreneurial orientation, and marketing orientation for small and medium-sized exporting businesses in Greater Malang. Second, the findings have the potential to aid regional governments in formulating policies that would help small and medium-sized enterprises (SMEs) that export enhance their marketing effectiveness.

Keywords: Marketing orientation; Entrepreneurial orientation; Information technology; Marketing performance; SMEs; Greater Malang (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-026-8_37

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