Menciptakan Keunggulan Bersaing dalam Lingkungan Bisnis yang Bergejolak: Pelajaran dari Industri Telekomunikasi Indonesia [Creating Competitive Advantage in the Turbulent Business Environment: Lesson Learned from Indonesia Telecommunication Industry]

Muhammad Imam Nashiruddin

Abstract


Tujuan penelitian ini untuk mendapatkan gambaran mengenai keunggulan bersaing penyelenggara telekomunikasi dan mengeksplorasi bagaimana menciptakankeunggulan bersaing yang superior dalam lingkungan bisnis yang bergejolak.

Penelitian melibatkan pimpinan unit bisnis penyelenggara telekomunikasi di Indonesia sebagai responden penelitian dengan metode descriptive survey dan explanatory survey menggunakan Partial Least Square-Path Modelling (PLS-PM). Dari analisis deskriptif, diperoleh bahwa keunggulan bersaing penyelenggara telekomunikasi di Indonesia termasuk dalam kategori baik dan lebih banyak dibangun melalui efisiensi produk, terutama efisiensi yang lebih tinggi dalam menghasilkan produk atau layanan.Namun demikian, hasil penelitian menunjukkan bahwa kecepatan respon pasar memiliki kontribusi yang lebih dominan dalam menciptakan keunggulan bersaing yang superior pada lingkungan bisnis yang bergejolak. Untuk mengatasi masalah ini, penyelenggara telekomunikasi di Indonesia perlu meningkatkan kemampuannya,terutama dalam menciptakan respon yang lebih cepat untuk memasuki pasar-pasar baru serta menghasilkan produk atau layanan dengan biaya yang lebih rendah.

 

This study aims to describe the competitive advantage of the telecommunications provider and explore how to create a superior competitive advantage in the turbulent business environment. The study involved many leaders of business units of telecommunications operators in Indonesia as research respondents. The research uses descriptive survey and explanatory survey using Partial Least Square-Path Modeling (PLS-PM). From the descriptive analysis, it is found that the competitive advantage of telecommunications operators in Indonesia belongs to the excellent category, and was built more through product cost-efficiency, especially higher efficiency in producing products or services. However, the results of the study show that market responsiveness turned out to have a more dominant contribution in creating a superior competitive advantage in a turbulent business environment. Thus, the competitive advantage is still not optimal. To solve this problem, the telecommunications provider in Indonesia needs to increase the ability to quickly enter new markets and produce products or services at a lower cost.

Keywords


competitive advantage; turbulent business environment; telecommunications industry; strategic management; telecommunication management

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DOI: http://dx.doi.org/10.17933/bpostel.2019.170103

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