ANALISIS STRATEGI INTERNASIONALISASI UMKM RAYA CRAFT BERDASARKAN PERSPEKTIF MODEL UPPSALA
DOI:
https://doi.org/10.38076/40f2t925Kata Kunci:
Internasionalisasi, UMKM, Model Uppsala, strategi ekspor, industri kerajinanAbstrak
Penelitian ini dilatarbelakangi oleh meningkatnya peran UMKM dalam perdagangan internasional serta pentingnya pemahaman proses internasionalisasi yang sesuai dengan kapasitas internal UMKM. Raya Craft sebagai UMKM kerajinan rotan dipilih karena keberhasilannya menembus pasar global dengan pendekatan bertahap dan berbasis pembelajaran. Penelitian ini bertujuan untuk menganalisis proses internasionalisasi Raya Craft, mengkaji tahapan strategi ekspor berdasarkan Model Uppsala, serta mengidentifikasi faktor pendukung dan penghambat yang mempengaruhi strategi tersebut. Penelitian ini menggunakan metode kualitatif dan data diperoleh melalui wawancara mendalam dengan informan utama pemilik usaha Raya Craft. Data kemudian dianalisis menggunakan teknik reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa proses internasionalisasi Raya Craft berlangsung secara bertahap dan sejalan dengan Model Uppsala. Pengetahuan pasar dibangun melalui riset dan pembelajaran formal, keputusan ekspor diambil berdasarkan pengalaman langsung dan melalui proses pembelajaran praktis. Faktor pendukung utama meliputi kualitas produk, pembinaan ekspor, dan diferensiasi niche market. Sementara itu, faktor penghambat berasal dari persaingan global, keterbatasan SDM, dan perbedaan standar pasar. Temuan ini menegaskan bahwa pendekatan bertahap dan berbasis kesiapan merupakan strategi yang relevan bagi UMKM dalam memasuki pasar internasional.
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Hak Cipta (c) 2026 Faith Trisa Hope, Pristiana Widyastuti
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