Pengaruh Perencanaan Strategi Terhadap Strategi Keunggulan Bersaing Dimoderasi Oleh Turbulensi Lingkungan (Pada UKM Sentra Industri Kulit Manding, Bantul)

Authors

  • Sinthya Tetyasih Suroso Universitas Pembangunan Nasional “Veteran” Yogyakarta, Indonesia
  • Sabihaini Sabihaini Universitas Pembangunan Nasional “Veteran” Yogyakarta, Indonesia
  • Heru Kristanto niversitas Pembangunan Nasional “Veteran” Yogyakarta, Indonesia

DOI:

https://doi.org/10.59141/jist.v3i10.520

Keywords:

Strategic Planning, Competitive Advantage Strategy, Moderation, Environmental Turbulence

Abstract

This study aims to determine the effect of strategic planning on competitive advantage strategies moderated by environmental turbulence at UKM Sentra Manding Leather Industry, Bantul. The phenomenon that is the main focus of this research is the basis used to choose a strategy to increase sales of leather handicrafts during the Covid-19 pandemic. With a competitive advantage strategy moderated by environmental turbulence. Methods of processing data with quantitative methods and analyzing data using PLS. The sampling technique used a census technique that made the population a sample of 48 SMEs. Collecting data in this study using a questionnaire. The results of the analysis in this study indicate that 1) There is a significant positive effect of strategic planning on competitive advantage strategy 2) There is a significant positive influence on differentiation 3) There is a significant positive influence on focus 4) There is a significant positive influence on low cost 5) Environmental turbulence strengthens the influence on competitive advantage.

Author Biography

Sabihaini Sabihaini, Universitas Pembangunan Nasional “Veteran” Yogyakarta, Indonesia

Penelitian ini bertujuan untuk mengetahui pengaruh perencanaan perencanaan strategi terhadap strategi keunggulan bersaing yang dimoderasi oleh turbulensi lingkungan pada UKM Sentra Industri Kulit Manding, Bantul. Fenomena yang menjadi fokus utama dalam penelitian ini adalah dasar yang digunakan untuk memilih strategi dalam meningkatkan penjualan kerajinan kulit di tengah pandemic Covid-19. Dengan strategi keunggulan bersaing yang dimoderasi oleh turbulensi lingkungan. Metode pengolahan data dengan metode kuantitatif dan menganalisis data menggunakan PLS. Teknik pengambilan sampel menggunakan teknik sensus yang menjadikan semua populasi sebagai sampel yaitu sebesar 48 ukm. Pengumpulan data dalam penelitian ini menggunakan kuesioner. Hasil analisis dalam penelitian ini menunjukkan bahwa 1) Adanya pengaruh positif yang signifikan perencanaan strategi terhadap strategi keunggulan bersaing 2) Adanya pengaruh positif yang signifikan terhadap deferensiasi 3) Adanya pengaruh positif yang signifikan terhadap fokus 4) Adanya pengaruh positif yang signifikan terhadap low cost 5) Turbulensi lingkungan memperkuat pengaruh terhadap keunggulan bersaing.

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Published

2022-10-28

How to Cite

Tetyasih Suroso, S., Sabihaini, S., & Kristanto, H. (2022). Pengaruh Perencanaan Strategi Terhadap Strategi Keunggulan Bersaing Dimoderasi Oleh Turbulensi Lingkungan (Pada UKM Sentra Industri Kulit Manding, Bantul). Jurnal Indonesia Sosial Teknologi, 3(10), 1101–1116. https://doi.org/10.59141/jist.v3i10.520

Issue

Vol. 3 No. 10 (2022): Jurnal Indonesia Sosial Teknologi

Section

Articles

License

Copyright (c) 2022 Sinthya Tetyasih Suroso, Sabihaini, Heru Kristanto

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