This research aims to identify several influential factors on export performance of superior coconut commodity in North Sulawesi Province, especially when it relates to the pricing strategy, firm characteristics, and export strategy during 2016-2017. The research is included into a descriptive and explanatory research that exerts quantitative approaches. The data are collected via questionnaire which was sent to nineteen export companies of superior coconut commodity in North Sulawesi. To analyze the data, this research uses the regression technique of data panel engaging Random Effect Model (REM) approach. The results of research show that: 1) The pricing strategy positively and significantly influences the export performance; 2) The firm characteristics positively and significantly influence the export performance; 3) The export strategy positively and significantly influences the export performance. From the identified variables in the research, the firm characteristics have a significant role in improving the export performance of the firm.
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