ABSTRACT

The aim of this study is to develop an adaptation model of marketing strategy based on entrepreneurial capacity towards export performance. The amount of respondents is 220 from 282 leaders of traditional herbal medicine industry in Central Java province, Indonesia. This study uses analysis techniques of Structural Equation Model AMOS software. The finding of this study indicates that there is an improvement of Central export performance, the main priority conducted by increasing the exploration of new markets. Therefore, it is necessary to meet the unique needs of consumers, consumer value, explore different market opportunities and anticipate market threats.

Keywords: entrepreneurial capacity; exploration of new market; development of marketing program; awareness of customer differences; export performance.