Hardiyanto, Diar (2022) PENERAPAN STRATEGI NICHE MARKET DALAM MENINGKATKAN KEUNGGULAN BERSAING DENGAN CITRA PERUSAHAAN SEBAGAI INTERVENING (Studi Pada Kluster Industri Pipa Baja di Kota Cilegon). Master thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

The vulnerability of the company's competitive ability which is figure on a macro point of view such as increase imports of iron pipes from abroad and a decrease production throughput realizations and sales volumes have the potential to increase the company's business risk in the short and long term. The role of the government here is highly expected through the implementation of policies. This study aims to analyze the ability to apply niche markets, with the implementation of the role of government policies in relation to strengthening or weakening the ability to increase competitive advantage. The research method used is Partial Least Square (PLS). The data taken is included in the type of non-probability sampling which was selected by purposive sampling. The results of the study, it was concluded that the relationship between variables of market niches strategy, the role of government policy as a moderator for the achievement of competitive advantage did not have a significant influence, while the company's image which was an intervening for the achievement of competitive advantage had a positive and significant relationship or it could be interpreted that the role of the variable was increasing. the company's competitive advantage will increase.

Item Type:	Thesis (Master)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor Surya, Djasuro 195508051982041001 Thesis advisor David Ramdansyah, Agus 197110222009121002
Additional Information:	Kerentananan kemampuan bersaing perusahaan yang ditunjukkan secara lingkup makro berupa meningkatnya jumlah impor pipa besi yang berasal dari luar negeri dan turunnya sejumlah realisasi throughput volume produksi serta penjualan berpotensi terhadap peningkatan risiko bisnis perusahaan dalam jangka pendek maupun jangka panjang. Peran pemeritah disini diharapkan menjadi moderasi dalam meningkatkan keunggulan bersaing perusahaan. Penelitian ini memiliki tujuan untuk menganalisis kemampuan penerapan niche market, dengan implementasi peran pemerintah dalam hubungannya dapat memberikan penguatan atau justru memperlemah peningkatan kemampuan keunggulan bersaing. Metode penelitian yang digunakan adalah dengan Partial Least Square (PLS). Data diambil termasuk dalam jenis non-probability sampling yang dipilih secara purposive sampling. Dari hasil penelitian diperoleh kesimpulan bahwa hubungan antar variabel berupa stategi niches market, peran kebijakan pemerintah sebagai moderasi terhadap tercapainya keunggulan bersaing pada kenyataanya berdasarkan hasil analisis statistic tidak memiliki pengaruh signifikan sementara citra perusahaan yang merupakan intervening tercapainya keunggulan bersaing memiliki hubungan yang positif dan signifikan atau dapat diartikan makin meningkat peran variabel tersebut maka makin meningkat pula keunggulan bersaing perusahaan.
Uncontrolled Keywords:	company's competitive advantage, role of government policy, niches market, corporate image. kemampuan bersaing perusahaan, peran pemerintah, niches market, citra perusahaan
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	08-Pascasarjana > 61101-Magister Manajemen 08-Pascasarjana
Depositing User:	Mr. Diar Hardiyanto
Date Deposited:	01 Nov 2023 15:59
Last Modified:	01 Nov 2023 15:59
URI:	http://eprints.untirta.ac.id/id/eprint/29228

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