Competitive advantages and moderating effect of leadership styles : evidence in Semen Indonesia
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Institusion
Sekolah Tinggi Manajemen Ipmi
Author
Kurniady, Arief
Subject
H Social Sciences (General)
Datestamp
2023-02-15 03:22:33
Abstract :
Facing aggressive competition due to oversupply cement in the market and competitors with low prices to win market share, Semen Indonesia (SIG) take approach through a multi brand & multi product strategy. Digitalization of marketing, sales, and supply chain processes also continue to be improved as one of the strategies. The objective of this research is to analyze the effect of Multi Brand Strategy (MBS) and Digital Transformation (DT) so it could enhance competitive advantages (CA) in Semen Indonesia. This research's contribution to the body of knowledge is to fill the gap by leadership styles (LS) as moderator in relationship between digital transformation and competitive advantages. Purposive sampling technique is applied to acquire 105 sample of SIG's managerial level employees based on java area by using online questionnaire during the period of July to August 2022. Data was processed using SPSS and SEM PLS. The result showed that statistically positive relationships were found in three direct effects: MBS-CA, DT-CA, and LS-CA. Furthermore, leadership styles were found to have a moderating effect on relationship between DT and CA. The finding contributes to literature with the moderator variable of leadership styles. The practical implication of the study is to provide management of Semen Indonesia some guidance on the appropriate response strategy and decision making to have competitive advantages and reach better performance of the company. This research also will provide cement producers/manufacturers to have an insightful information about competitive advantages in term of cement manufacturing industry in Indonesia.
Facing aggressive competition due to oversupply cement in the market and competitors with low prices to win market share, Semen Indonesia (SIG) take approach through a multi brand & multi product strategy. Digitalization of marketing, sales, and supply chain processes also continue to be improved as one of the strategies. The objective of this research is to analyze the effect of Multi Brand Strategy (MBS) and Digital Transformation (DT) so it could enhance competitive advantages (CA) in Semen Indonesia. This research's contribution to the body of knowledge is to fill the gap by leadership styles (LS) as moderator in relationship between digital transformation and competitive advantages. Purposive sampling technique is applied to acquire 105 sample of SIG's managerial level employees based on java area by using online questionnaire during the period of July to August 2022. Data was processed using SPSS and SEM PLS. The result showed that statistically positive relationships were found in three direct effects: MBS-CA, DT-CA, and LS-CA. Furthermore, leadership styles were found to have a moderating effect on relationship between DT and CA. The finding contributes to literature with the moderator variable of leadership styles. The practical implication of the study is to provide management of Semen Indonesia some guidance on the appropriate response strategy and decision making to have competitive advantages and reach better performance of the company. This research also will provide cement producers/manufacturers to have an insightful information about competitive advantages in term of cement manufacturing industry in Indonesia.
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