Shore to Store: An Export Readiness Strategy for Coastal MSMEs in Sanur through Digital Literacy Mediated by Strategic Agility

Ketut Vini Elfarosa, Luh Kemala Putri Widhiari, Eldian Rinaldi, Leni Anggraini Susanti, Ni Putu Ritra Trees Ari Kartika Hadi Saraswati

Abstract


The low participation of Micro, Small, and Medium Enterprises (MSMEs) in export activities remains a major challenge in developing sustainable coastal economies. This study examines the effect of digital marketing literacy on export readiness among shell-craft MSMEs in the coastal area of Sanur, Bali, with strategic agility as a mediating variable, and identifies improvement priorities using Importance-Performance Map Analysis (IPMA). A quantitative approach was employed through a survey of 62 shell-craft MSMEs selected using accidental sampling. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) and IPMA. The results reveal that digital marketing literacy significantly influences strategic agility (β = 0.616; p less than 0.001) and export readiness (β = 0.293; p = 0.016). Strategic agility positively affects export readiness (β = 0.500; p less than 0.001) and partially mediates the relationship between digital marketing literacy and export readiness (β = 0.308; p less than 0.001). IPMA findings indicate that social media promotion, digital payment use, digital catalog management, customer data analysis, and market-driven product innovation are high-importance but low-performance attributes. This study proposes the “Shore to Store” model as a strategic framework to accelerate the transformation of coastal MSMEs into export-ready enterprises.

Keywords


export readiness; digital marketing literacy; strategic agility; mediation; IPMA; coastal MSMEs

Full Text:

PDF

References


Abubakar, Salim, and others, ‘Pemanfaatan Limbah Cangkang Kerang Untuk Produk Kerajinan Tangan Masyarakat Pesisir’, Jurnal Pengabdian Magister Pendidikan IPA, 4.4 (2021) https://doi.org/10.29303/jpmpi.v4i4.1010

Adriyanto, Rhifwan Aji Bimantoro, and Yayan Hendayana, ‘Penerapan Teori RBV, RDT, SCT, DAN DCT Untuk Meningkatkan Kinerja Dan Daya Saing Perusahaan Secara Global (UMKM)’, RIGGS: Journal of Artificial Intelligence and Digital Business, 4.4 (2026), pp. 12303–12, ttps://doi.org/10.31004/riggs.v4i4.3542

Arif, Nina Fapari, and others, Industri Kreatif Indonesia (CV Eureka Media Aksara, 2025)

Arno, P., ‘SME Business Agility Framework: A Comprehensive Review of Capabilities, Dimensions, and Enablers’, IEEE Access, 13 (2025), pp. 91161–81, https://doi.org/10.1109/ACCESS.2025.3572526

Evans, G., ‘Contemporary Crafts as Souvenirs, Artefacts and Functional Goods and Their Role in Local Economic Diversification and Cultural Development’, in Souvenirs: The Material Cultre of Tourism (2019), pp. 127–46, https://doi.org/10.4324/9781315187457-10

Hasnin, H.et.al ‘Mapping the Global Landscape of Export Readiness: A Two-Decade Bibliometric Analysis’, Neraca Keuangan: Jurnal Ilmiah Akuntansi Dan Keuangan, 20.3 (2025), pp. 609–17, https://doi.org/10.32832/neraca.v20i3.22796

Holz, H. F., ‘The Resource-Based View of the Firm’, in International Encyclopedia of Business Management (2025), p. Vol1:316-323, https://doi.org/10.1016/B978-0-443-13701-3.00383-2

Kadir, I., A. Faslih, and M. Z. Umar, ‘Creative and Innovative Products Material Floor from Shellfish (Anadara Grandis) Waste’, E3S Web of Conferences, 67 (2018), https://doi.org/10.1051/e3sconf/20186702002

Kristiyanto, Arip, and others, ‘Pemberdayaan Masyarakat Sawah Luhur Melalui Pengolahan Limbah Cangkang Kerang Mendorong Keberlanjutan Ekonomi Dan Lingkungan’, Jurnal Abdimas Mandiri, 10.1 (2026), pp. 12–20, https://doi.org/10.36982/jam.v10i1.6537

Mahmudah, Umi Suniatul, and others, ‘Pemanfaatan Limbah Kerang Menjadi Souvenir Sebagai Inovasi Produk Pendukung Pelaku Usaha Di Pantai Cemara Indah’, Educommunity Jurnal Pengabdian Masyarakat, 3.2 (2025), pp. 106–13, https://doi.org/10.71365/ejpm.v3i2.87

Makigawe, Novita Sari, and Maharani Ikaningtyas, ‘Revolusi Digital UMKM: Membuka Peluang Pasar Lebih Luas Melalui Media Sosial Dan e-Commerce Di Desa Kedungjambe’, Masyarakat Mandiri: Jurnal Pengabdian Dan Pembangunan Lokal, 2.1 (2025), pp. 62–75, https://doi.org/10.62951/masyarakatmandiri.v2i1.1073

Muis, Indra, and Dewi Indriani Jusuf, Kinerja Pemasaran Ukm Di Indonesia (Deepublish, 2025)

Münter, M. T., ‘Resource-Based View’, in International Encyclopedia of Business Management (2025), p. Vol1:475-480, https://doi.org/10.1016/B978-0-443-13701-3.00203-6

Nuwan, N., M. Shukri, and A. Khatibi, ‘Digging Deeper into Organisational Resilience through Strategic Agility and Strategic Orientation: A Study from the Perspective of Sri Lankan SME Leaders’, Sri Lanka Journal of Social Sciences, 47.1 (2024), pp. 59–76, https://doi.org/10.4038/sljss.v47i01.9025

Permatasari, Putri Ariani, and Shilma Himmati Choiriyah, ‘Penerapan Strategi Digital Marketing Pada Usaha Mikro Kecil Menengah (UMKM) Ngaboci’, Jurnal Ekonomi Bisnis Dan Kewirausahaan, 13.2 (2024), pp. 78–85, doi:https://doi.org/10.47942/iab.v13i2.1808

Riawan, R, Wahna W, and Santoso,E. ‘Kelincahan Strategi Sebagai Mediasi Dalam Peningkatan Kinerja UMKM Yang Dipengaruhi Oleh Teknologi Digital’, Jurnal Manajemen Bisnis Dan Kewirausahaan, 7.3 (2023), pp. 697–710, https://doi.org/10.24912/jmbk.v7i3.23242

Rideng, I. W., I. N. P. Budiartha, and I. N. Sukandia, ‘The Development of Bali Tourism through Cultural and Local Wisdom of Customary Village’, International Journal of Entrepreneurship, 24.5 (2020), pp. 1–6 https://ideas.repec.org/a/ris/ijentr/0145.html

Rusdi, Muhammad, and others, Dari Kalosi Alau Untuk Indonesia: Pemberdayaan Masyarakat Melalui Inovasi Sampah Bernilai Ekonomi (CV Eureka Media Aksara, 2025)

Salsabila, Zahra, M. Zacky Dhanuarta, and Abiyyu Khalis Winarno, ‘Dinamika Kebijakan Ekspor Dan Impor Indonesia Di Era Globalisasi: Studi Kualitatif Terhadap Pelaku Ekspor UMKM, Jurnal Media Akademik (JMA), 3.11 (2025), doi:https://doi.org/10.62281/ef4mvt38

Sanistasya, Poppy Alvianolita, and others, Kewirausahaan Berkelanjutan (Star Digital Publishing, 2026)

Satar, Mir Shahid, and others, ‘Digital Capabilities and Green Entrepreneurship in SMEs: The Role of Strategic Agility’, Innovation and Development, 15.3 (2025), pp. 709–38, https://doi.org/10.1080/2157930X.2024.2401235

Sirait, Hisar, and others, Ekonomi Mikro Dan Umkm Di Indonesia: Tantangan, Strategi Menghadapi Efesiensi Dan Pasar Global (Star Digital Publishing, 2025)

Swangsa, Dewi, and others, ‘Analisis Tantangan Dan Peluang UMKM Di Indonesia Dalam Menembus Pasar Global Pontianak’, Journal of Business Economics and Management| E-ISSN: 3063-8968, 2.2 (2025), pp. 2014–21, doi:https://doi.org/10.62379/jbem.v2i2.855

Syahputri, Anggraini, and others, ‘Penguatan Identitas Digital UMKM Pesisir Melalui Literasi Kreatif Generasi Muda’, Jurnal Pengabdian Kepada Masyarakat Nusantara, 6.3 (2025), pp. 4665–71

Syahputro, Eko Nur, Melejitkan Pemasaran UMKM Melalui Media Sosial (Caremedia Communication, 2020)

Tane, Stefanus Yufra M., Sunday Noya, and Santi Widyaningrum, Business Matching: Strategi Umkm Menembus Pasar Internasional (Deepublish, 2025)

Tarigan, Samuel Teguh, ‘Kapabilitas Organisasi Dan Daya Saing Perusahaan Indonesia Dalam Menghadapi Regional Trade Agreements: Sebuah Tinjauan Resourse Based’, Journal of Accounting and Business Studies, 6.2 (2021), https://doi.org/10.61769/jabs.v6i2.553

Topić Popović, N., and others, ‘Shell Waste Management and Utilization: Mitigating Organic Pollution and Enhancing Sustainability’, Applied Sciences (Switzerland), 13.1 (2023), https://doi.org/10.3390/app13010623

Utami, Komang Mirah Meilinda, and Kadek Rai Suwena, ‘Pengaruh Literasi Digital Terhadap Kinerja UMKM Melalui Keunggulan Kompetitif’, Sumber, 48.12 (2023), p. 31f, https://doi.org/10.38035/jmpis.v6i6.6064

Wahyudin, Ahmad, Sudarmiatin Sudarmiatin, and Puji Handayati, ‘Peran Digitalisasi Dan Inovasi Produk Dalam Mendorong UMKM Go Ekspor Di Era Ekonomi Global Di Pulau Madura’, Jurnal Investasi Islam, 6.1 (2025), pp. 779–91, https://doi.org/10.32806/jii.v6i1.917

Wulandari, S. S., and others, ‘Determinants of Digitalized MSME Competitiveness in Improving Export Capacity to Achieve Sustainable Development Goals (SDGs)’, Cogent Business and Management, 13.1 (2026), https://doi.org/10.1080/23311975.2025.2598929

Yasa, P. N. S., and I. Sentosa, ‘An Empirical Study on the Technology Usage Dimensions within the Tourism Craft Industry in Bali, Indonesia: A Structural Equation Modelling Approach’, in Digital Transformation in Aviation, Tourism and Hospitality in Southeast Asia (2022), pp. 145–60, https://doi.org/10.4324/9781003315179-14




DOI: https://doi.org/10.21107/pamator.v19i1.34620

Refbacks

  • There are currently no refbacks.


Copyright (c) 2026 Ketut Vini Elfarosa, Luh Kemala Putri Widhiari, Eldian Rinaldi, Leni Anggraini Susanti, Ni Putu Ritra Trees Ari Kartika Hadi Saraswati

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Creative Commons License

Jurnal Pamator : Jurnal Ilmiah Universitas Trunojoyo by Universitas Trunojoyo Madura is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Indexed by: