Analisis Implementasi Strategi Cost Leadership, Market Expansion, dan Business Process Streamlining Terhadap Kinerja PT Semen Baturaja (Persero) Tbk

Abstract

The purpose of the research is specific to obtain the analysis of  Cost Leadership, Market Expansion, and Bussiness Process Streamlining strategy implementation in PT Semen Baturaja (Persero( Tbk) since 2017. This research analyzes the influence in partial and also simulant then to find out if there is a need to renew the company’s strategy in dealing with global competition. The research method uses a descriptive survey, field data collection using questionnaires and observation techniques. This research uses a mixed-method in the form of quantitative research that is equipped with qualitative data. Samples were taken as many as 100 people who are echelon I, II, III, and IV employees. Data processing using SERVO Analysis tools and SPSS software version 23. Testing data using the t-test, that the Cost Leadership strategy does not affect company performance with t count 1.341 <t table 1.661, there is the influence of Market Expansion strategy on company performance with t count 2.369> t table 1.661, there is the influence of the Business Process Streamlining strategy on company performance with t count 4,461> t table 1,661 and simultaneously these three strategies affect company performance with an F count of 40,691> F table 2,699. The common thread of research is that the strategy of Cost Leadership, Market Expansion, and Business Process Streamlining must be carried out simultaneously to have a positive and significant effect on company performance and if implemented consistently, the three strategies are sufficiently capable in facing competition in the national cement industry

Abstrak

Tujuan penelitian secara khusus untuk mendapatkan hasil analisis pengaruh dari implementasi strategi Cost Leadership, Market Expansion, dan Bussiness Process Streamlining yang diterapkan di PT Semen Baturaja (Persero) Tbk sejak tahun 2017. Analisis dilakukan untuk mengetahui pengaruh implementasi strategi tersebut baik secara parsial maupun simultan serta untuk mengetahui apakah diperlukan pembaharuan strategi perusahaan dalam menghadapi persaingan global. Metode penelitian menggukan survey deskriptif, pengumpulan data lapangan menggunakan teknik kuesioner dan observasi. Penelitian ini menggunakan mix method berupa penelitian kuantitatif yang dilengkapi dengan data kualitatif. Sampel yang diambil sebanyak 100 orang yang merupakan karyawan eselon I, II, III, dan IV. Pengolahan data menggunakan tools SERVO Analysis dan Software SPSS versi 23.

Pengujian data menggunakan uji t, bahwa strategi Cost Leadership tidak berpengaruh pada kinerja perusahaan dengan t hitung 1,341 < t tabel 1,661, terdapat pengaruh strategi Market Expansion terhadap kinerja perusahaan dengan t hitung 2,369 > t tabel 1,661, terdapat pengaruh strategi Bussiness Process Streamlining terhadap kinerja perusahaan dengan t hitung 4,461 > t tabel 1,661 dan secara simultan ketiga strategi tersebut mempengaruhi kinerja perusahaan dengan F hitung 40,691 > F tabel 2,699. Benang merah penelitian bahwa strategi Cost Leadership, Market Expansion, dan Bussiness Process Streamlining harus dilakukan secara simultan agar dapat berpengaruh positif dan signifikan terhadap kinerja perusahaan dan apabila dijalankan dengan konsisten maka ketiga strategi tersebut cukup mumpuni dalam menghadapi persaingan di industri semen nasional.

Kata kunci: Kepemimpinan Biaya, Perluasan Pasar, Perampingan Proses Bisnis, dan Kinerja