PENGARUH AGILITAS STRATEGIS TERHADAP SUSTAINABILITY COMPETITIVE ADVANTAGE MELALUI AKSI KOMPETITIF BISNIS SICEPAT EXPRESS
Abstrak
The Covid-19 pandemic has suppressed almost all business and economic sectors. However, the Sicepat Courier service business actually shows a competitive advantage over other business organizations. This study aims to analyze how strategic agility is able to form a sustainable competitive advantage through the competitive action of Sicepat's courier services. The sampling technique used purposive sampling. The research respondents were 63 middle managers of Sicepat Express. The analysis technique uses the Structural Equation Model (SEM) with SmartPLS. This study proves that competitive actions by companies increase strategic agility in forming a sustainable competitive advantage. This study contributes to strengthening the view that strategic steps cannot be separated from competitive action to form competitive advantage. The results of this study recommend the Sicepat courier service company to constantly increase its competitive action. In the future, research is needed that involves a more detailed competitive action construct with a wider coverage of respondents so that the results of this study become a more established concept.
Pandemik Covid-19 menekan hampir seluruh sektor bisnis dan ekonomi. Namun bisnis jasa kurir Sicepat justru menunjukkan keunggulan bersaing dibanding organisasi bisnis yang lain. Penelitian ini bertujuan untuk menganalisis bagaimana agilitas strategis mampu membentuk sustainabilitas competitive advantage melalui aksi kompetitif jasa kurir Sicepat. Teknik sampling menggunakan purposive sampling. Responden penelitian adalah middle managers Sicepat Express sebanyak 63 orang. Teknik analisis menggunakan Structural Equation Model (SEM) with SmartPLS. Penelitian ini membuktikan bahwa aksi – aksi kompetitif yang dilakukan perusahaan meningkatkan agilitas strategis dalam membentuk sustainabilitas keunggulan bersaing. Penelitian ini memberikan kontribusi untuk memperkuat pandangan bahwa langkah strategis tidak dapat dipisahkan dengan aksi kompetitif untuk membentuk keunggulan bersaing. Hasil penelitian ini merekomendasikan kepada perusahaan jasa kurir Sicepat untuk senantiasa meningkatkan aksi kompetitifnya. Kedepan diperlukan penelitian yang melibatkan konstruk aksi kompetitif yang lebih detail dengan cakupan responden yang lebih luas sehingga hasil penelitian ini menjadi sebuah konsep yang lebih mapan.
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DOI: https://doi.org/10.24198/adbispreneur.v6i1.32584
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