Abstract:
Micro, Small, and Medium Enterprises (MSMEs), especially home industries, play a
critical role in Indonesia’s economy by contributing significantly to employment, GDP,
and local cultural preservation. Despite their rapid growth, their contribution to national
exports remains disproportionately low, at only around 14–15%. This
underperformance reveals untapped export potential, hindered by several challenges
such as limited understanding of export governance, inefficient distribution strategies,
and insufficient product value alignment with global consumer demands. Previous
studies have often examined these variables: governance & regulation, distribution
channels, and product value separately. This presents a research gap where an
integrative, simultaneous analysis is needed to understand their combined influence on
international market success. This study aims to address this gap by analyzing how
these three factors collectively affect the ability of home-based MSMEs to enter and
sustain themselves in global markets. Using a quantitative research method, data were
collected through structured questionnaires distributed to MSME actors in the food
sector across West Java. The data were analyzed using multiple linear regression to test
both partial and simultaneous influences of governance and regulation, distribution
channels, and product value on international market entry. The findings are expected
to provide practical insights for MSMEs, policymakers, and supporting institutions to
develop more comprehensive strategies that enhance export readiness, improve
international competitiveness, and increase the global presence of Indonesian MSME
products.
