Strategi Ekspor UMKM Alas Kaki “CV Mitraindo Shoes Pratama” Dalam Menembus Pasar Korea Selatan

Micro, Small, and Medium Enterprises (MSMEs) make a significant contribution to Indonesia’s economy; however, their role in national exports remains relatively limited. This study aims to analyze the export strategies implemented by CV Mitraindo Shoes Pratama in penetrating the South Korean market. The research employs a qualitative approach with a descriptive method, collecting data through interviews with the company’s CEO and document analysis during the 2023–2025 period. The findings indicate that the company’s export success is supported by three main strategies: product and administrative standardization, market-driven product innovation, and multi-channel promotion through digital media and trade exhibitions. Standardization is applied through strict quality control procedures and complete export documentation, while innovation is reflected in design development, functional features, and sustainability-oriented practices. Promotional strategies are carried out via Instagram, the company website, and participation in trade fairs to expand networks and build credibility in the international market. The study concludes that the integration of standardized quality, adaptive innovation, and strategic promotion enhances MSMEs’ competitiveness in the global market and serves as a model for export development among other MSMEs.