Pengaruh Artificial Intelligence Capability, Market Exploration & Exploitation, dan International Marketing Capability terhadap Export Performance

Tilmisani, Naufal Tazakka (2026) Pengaruh Artificial Intelligence Capability, Market Exploration & Exploitation, dan International Marketing Capability terhadap Export Performance. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini bertujuan untuk menganalisis bagaimana kapabilitas teknologi dapat ditransformasikan menjadi keunggulan kinerja pada Usaha Kecil dan Menengah (UKM) eksportir di Indonesia melalui peran Artificial Intelligence Capability (AIC), ambidextritas pasar (Market Exploration & Market Exploitation), dan International Marketing Capability (IMC). Penelitian ini dilatarbelakangi oleh adanya kesenjangan (gap) digital, di mana tingkat adopsi kecerdasan buatan di Indonesia telah mencapai 92%, namun kontribusi UKM terhadap ekspor nasional masih tertahan di angka 15,7%. Berlandaskan teori Dynamic Capabilities, penelitian ini menempatkan tindakan strategis di lapangan sebagai jembatan wajib yang menghubungkan teknologi dengan nilai ekonomi nyata. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan mengumpulkan data primer dari 158 responden yang merupakan pemilik atau manajer puncak UKM eksportir di seluruh wilayah Indonesia. Kriteria sampel ditetapkan pada unit usaha yang telah aktif melakukan kegiatan ekspor minimal selama 1 (satu) tahun guna menangkap dinamika adaptabilitas digital pada fase awal internasionalisasi. Analisis data dilakukan menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan prosedur Two-Stage Approach guna mengevaluasi konstruk bertingkat (higher-order constructs) secara presisi. Hasil penelitian menunjukkan bahwa Artificial Intelligence Capability berpengaruh positif dan signifikan terhadap kedua dimensi strategi pasar, dengan dampak yang lebih dominan pada Market Exploitation (= 0,620; = 0,000) dibandingkan Market Exploration (= 0,541; = 0,000). Temuan krusial penelitian ini menegaskan bahwa AI bukanlah "peluru perak" karena pengaruh langsung AIC terhadap International Marketing Capability maupun Export Performance terbukti tidak signifikan. Keberhasilan teknologi AI dalam mendongkrak kinerja sepenuhnya bergantung pada mekanisme mediasi penuh (full mediation) melalui eksekusi strategi pasar. Secara praktis, penelitian ini memberikan arahan strategis bagi pelaku UKM bahwa rencana pemasaran di atas kertas (IMC) tidak lagi mencukupi di pasar global yang dinamis jika tidak dibarengi dengan kelincahan eksekusi strategi berbasis data. Keberhasilan transformasi digital pada UKM lebih ditentukan oleh kemampuan manajer dalam menerjemahkan wawasan AI menjadi tindakan pasar yang adaptif daripada sekadar kepemilikan infrastruktur teknologi yang pasif.
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This study aims to examine how technological capabilities are transformed into superior performance among Indonesian exporting Small and Medium-sized Enterprises (SMEs) by investigating the roles of Artificial Intelligence Capability (AIC), market ambidexterity, and International Marketing Capability (IMC). The study is motivated by the growing gap between the widespread adoption of artificial intelligence and the limited economic value generated by exporting firms in international markets. Grounded in the Dynamic Capabilities Theory, this research proposes that market strategy integration serves as the key mechanism through which technological capabilities are translated into tangible business performance. A quantitative approach with an explanatory research design was employed to examine the causal relationships among the latent constructs. Primary data were collected from 158 valid respondents representing key decision-makers of Indonesian exporting SMEs through a hybrid data collection strategy, including direct surveys conducted at the Export Center Surabaya. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the Two-Stage Approach to accurately assess higher-order constructs. The findings reveal that Artificial Intelligence Capability has a positive and significant effect on both dimensions of market ambidexterity, namely Market Exploitation (β = 0.620, p = 0.000) and Market Exploration (β = 0.541, p = 0.000). However, AIC does not exert a significant direct effect on either International Marketing Capability or Export Performance. These results indicate that the impact of AI capability on export performance is fully mediated by the implementation of market strategies. Furthermore, the proposed model explains 47.4% of the variance in Export Performance. From a managerial perspective, the findings suggest that successful digital transformation among SMEs depends not merely on adopting artificial intelligence technologies, but on effectively integrating AI into marketing strategies and adaptive decision-making processes. Market Exploitation is found to contribute more strongly to the development of International Marketing Capability than Market Exploration. Therefore, the international success of SMEs in the Industry 4.0 era is driven more by data-driven strategic execution than by the mere possession of technological infrastructure.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Artificial Intelligence Capability, Ambidextritas Pasar, International Marketing Capability, Kinerja Ekspor, UKM. Artificial Intelligence Capability, Market Ambidexterity, International Marketing Capability, Export Performance, Small and Medium-sized Enterprises (SMEs).
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD45 Technological innovations H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products
Divisions:	Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Naufal Tazakka Tilmisani
Date Deposited:	04 Aug 2026 02:08
Last Modified:	04 Aug 2026 02:08
URI:	http://repository.its.ac.id/id/eprint/142693

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