STRATEGI INTERNASIONALISASI UMKM RAYA CRAFT BERDASARKAN PERSPEKTIF MODEL UPPSALA - Faith Trisa Hope; Pristiana Widyastuti (IDEI: Jurnal Ekonomi & Bisnis (IDEI: Journal of Economics & Business), 2026)
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 memengaruhi strategi tersebut. Penelitian ini menggunakan metode kualitatif, pengumpulan data diperoleh melalui wawancara mendalam dengan informan kunci, yakni 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. This study was motivated by the increasing role of Micro, Small, and Medium Enterprises (MSMEs) in international trade and the importance of understanding internationalization processes that aligned with the internal capacities of MSMEs. Raya Craft, a rattan handicraft MSME, was selected due to its success in penetrating global markets through a gradual and learning-based approach. This study aimed to analyse the internationalization process of Raya Craft, examine the stages of its export strategy based on the Uppsala Model, and identify the supporting and inhibiting factors influencing the implementation of such strategy. This study employed a qualitative method, with data collected through in-depth interviews with the key informant, namely the owner of Raya Craft. The data were then analysed using data reduction, data display, and conclusion drawing techniques. The findings revealed that the internationalization process of Raya Craft had progressed incrementally and was consistent with the Uppsala Model. Market knowledge was developed through research and formal learning, while export decisions were made based on direct experience and a learning-by-doing process. The main supporting factors included product quality, export assistance programs, and niche market differentiation. Meanwhile, the inhibiting factors stemmed from global competition, limited human resources, and differences in market standards. These findings confirmed that a gradual and readiness-based approach was a relevant strategy for MSMEs entering international markets.