Melany

Consumer innovativeness is an important driver of economic progress and a country’s position in global competition. This study aims to examine the moderating effect of demographic factors of Indonesian consumers on the impact of consumer innovativeness on perceived risk and new product adoption. The type of research chosen is a causal comparative study by using online and offline survey methods. Data were obtained from a sample of 1,000 consumers from 31 provinces. The results showed that the demographic variable became a moderating variable for the impact of consumer innovativeness on new product adoption, but did not play a role in the influence of consumer innovativeness on credit-purchase risk perception. With regard to the influence of consumer innovativeness on credit-purchase risk perception, only social class has a significant effect as a moderating variable. As for the effect of consumer innovativeness on a new product adoption, the variables of marital status, occupation, income, and social class have significant effects. The social class variable consistently becomes a moderating one in both equations. The results of this study are useful for marketers to focus more specifically on their target markets, especially on the diffusion of new product innovations based on demographic characteristics.

Acknowledgment
PDUPT Research Grant by Ministry of Research and Technology of The Republic of Indonesia, 2019.

This study addresses the relevance of export market orientation in enhancing the market performance of small and medium-sized enterprises (SMEs), specifically examining the moderating role of government policy and the mediating effect of information access. The paper aims to provide insights into how these factors collectively impact SME performance. Data were collected from members of the Malang Regency SME Communication Forum, chosen for their relevance as active players in one of Indonesia’s regions with the highest SME concentration. An online questionnaire was used to gather insights directly from the business owners and managers, yielding 448 valid responses that provide a representative perspective on SME market dynamics. The collected data were then analyzed using structural equation modeling (SEM) techniques. The findings demonstrate that export market orientation significantly boosts SME market performance (path coefficient = 0.512, p < 0.001), highlighting its critical role in fostering customer-oriented practices and adaptive marketing strategies. Additionally, export market orientation positively influenced information access (path coefficient = 0.359, p < 0.001), facilitating timely market insights that support decision-making. However, the mediating effect of information access on the relationship between export market orientation and market performance was not statistically significant (path coefficient = 0.242, p = 0.072). Furthermore, the strengthening effects of government policy on both export market orientation and market performance and on export market orientation and information access were also insignificant (path coefficients = –0.103 and 0.053, p = 0.053 and 0.132, respectively).

Acknowledgment
We thank the Ministry of Education, Culture, Research, and Technology of the Republic of Indonesia for funding this investigation through a decentralized grant for the Higher Education Fundamental Research scheme for the 2024 fiscal year.