The supply chain of MSME products in the context of export penetration is very important, but MSME actors have not been able to meet all export needs. This study aims to: 1) analyze the supply chain of MSMEs in the context of export penetration in the era of the covid-19 pandemic, and 2) examine the potential of MSMEs to develop in terms of corporate legality, industrial design, and brand registration, as well as the use of digital marketing. This research method was quantitative research with survey approach and normative empirical study. The population of this study was 134 MSMEs, samples from 63 MSMEs in Central Java (Brebes), West Java (Bogor), and the Special Region of Yogyakarta (Bantul). Quantitative data analysis used Structural Equation Modeling (SEM) approach and analyzed with Smart PLS 3.3 software. The results of the study show: 1) the supply chain needs of MSMEs in penetrating the export market in the era of the covid-19 pandemic are very difficult; 2) MSMEs must be able to meet all export needs to create a balanced supply chain, 3) in order to prepare export-oriented MSMEs, they must first motivate and educate, establish policies that support their legality and export management.

Branding in food industry has been a major concern among food suppliers. During the past few years, there have been strong competitions among business developers to gain market share through increasing the value of their brand. In this paper, we present an empirical investigation to learn more about the relationship between brand experiences on consumer purchase experiences. The study selects a sample of 206 people who are regular customers of two well-known suppliers, Shahrvand and Hyperstar, in city of Tehran, Iran. Using structural equation modeling, the study examines six hypotheses and the results confirm that an increase on brand loyalty, brand attribute, pricing factors, product performance attributes, brand associate and brand position will increase purchasing intention, significantly.