Orientasi Pasaran Eksport dan Prestasi Eksport: Satu Kajian Empirikal ke atas Firma Perabot di Malaysia

ABSTRAK Konsep orientasi pasaran eksport adalah bidang strategik yang menarik dalam kajian pemasaran antarabangsa. Walaupun banyak kajian literatur telah dibongkar, namun kajian berikutan hubungan antara orientasi pasaran eksport dan prestasi eksport, terutamanya dalam konteks ekonomi negara membangun masih kurang dijalankan. Tujuan kajian ini adalah merapatkan jurang pemahaman mengenai kejayaan pemasaran antarabangsa dengan menjalankan satu kajian empirikal terhadap industri perabot di Malaysia. Secara khususnya, kajian ini cuba merungkap hubungan antara tiga dimensi utama orientasi pasaran eksport, iaitu penjanaan risikan pasaran eksport, penyebaran risikan pasaran eksport dan responsif kepada pasaran eksport, dengan prestasi eksport. Kaedah penyelidikan kuantitatif melalui 213 borang soal selidik telah diperoleh daripada pengarah dan pengurus atasan syarikat tempatan di Malaysia yang mengeksport perabot ke luar negara. Analisis regresi berganda dilaksanakan untuk menguji hipotesis kajian. Hasil analisis menunjukkan bahawa prestasi eksport dipengaruhi secara positif oleh penjanaan risikan pasaran eksport, penyebaran risikan pasaran eksport dan responsif kepada pasaran eksport. Penemuan kajian ini dapat membantu pengurus dan pembuat dasar dalam industri pengeksportan perabot, terutamanya dalam usaha membangunkan strategi yang berkesan dan sesuai bagi meningkatkan prestasi firma di Malaysia dalam pengeksportan perabot di arena antarabangsa pada tahap yang maksimum. Kata kunci: Orientasi pasaran eksport; prestasi eksport; firma perabot; pasaran global ABSRACT One area of strategic interest in international marketing research relates to the concept of export marketing orientation. Although there has been substantial literature in the area, very few scholars have attempted to examine the relationship between export market orientation and export performance, especially in the context of countries in a developing economy. This study aims to bridge the gap in our understanding of export marketing success by conducting an empirical study within the context of Malaysian furniture industry. Specifically, this study attempts to uncover the relationship between three main dimensions of export market orientation, namely export market intelligence generation, export market intelligence dissemination and responsiveness to export markets, with export performance. A quantitative research method via questionnaire survey was distributed to directors and managers, and a sample of 213 local firms that export furniture to international markets was collected. Hierarchical regression analysis was used to examine the research hypotheses. The findings reveal that export performance is positively influenced by export market intelligence generation, export market intelligence dissemination and responsiveness to export markets. The results of this study could help managers and policy makers within the respective industry, particularly in the effort to constructing effective and suitable strategies to improve performance of firms in the international arena. Keywords: Export market orientation; export performance; furniture firms; global markets