Transforming Strategic Capabilities into Export Performance: The Mediating Roles of Artificial Intelligence Adoption in Jepara Furniture Exporters

Ahmad Naji; Ali Ali; Anna Widiastuti

doi:10.61255/jeemba.v4i5.1990

Authors

Ahmad Naji Universitas Islam Nahdlatul Ulama' Jepara, Indonesia
Ali Universitas Islam Nahdlatul Ulama' Jepara, Indonesia
Anna Widiastuti Universitas Islam Nahdlatul Ulama' Jepara, Indonesia

DOI:

https://doi.org/10.61255/jeemba.v4i5.1990

Keywords:

Absorptive Capacity, Artificial Intelligence Adoption, Export Performance, Social Media Marketing Capability, Supply Chain Management Capability

Abstract

Purpose – This study examines the effects of supply chain management capability, social media marketing capability, and absorptive capacity on export performance among furniture exporters in Jepara, Indonesia, with artificial intelligence (AI) adoption as a mediating mechanism.

Design/methodology/approach – Data were collected from 110 exporting furniture firms using purposive sampling and analyzed using partial least squares structural equation modeling (PLS-SEM) to examine the direct and indirect relationships among the variables.

Finding/Results – The results indicate that supply chain management capability, social media marketing capability, and absorptive capacity positively influence AI adoption and export performance. Supply chain management capability is the strongest predictor of AI adoption, while social media marketing capability has the strongest direct effect on export performance. AI adoption positively affects export performance and partially mediates the relationships between the three capabilities and export performance. The mediated proportions are 26.17% for absorptive capacity, 20.47% for social media marketing capability, and 21.24% for supply chain management capability. The model explains 57.1% of the variance in AI adoption and 70.5% of the variance in export performance.

Originality/Value – This study positions AI adoption as a strategic mechanism that converts operational, market, and knowledge capabilities into improved export outcomes. The findings highlight the importance of integrating AI with supply chain, digital marketing, and knowledge capabilities to strengthen the international competitiveness of furniture exporters.

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