RAYMOND, SIHAR (2025) PENGARUH SUSTAINABILITY SUPPLY CHAIN MANAGEMENT, INOVASI PELAYANAN, DAN INOVASI PRODUK TERHADAP KEPUASAN PELANGGAN DENGAN KEUNGGULAN KOMPETITIF SEBAGAI VARIABEL MEDIASI PADA PERUSAHAAN JASA TELEKOMUNIKASI. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the influence of Sustainability Supply Chain Management (SSCM), Service Innovation, and Product Innovation on Competitive Advantage and Customer Satisfaction at PT X, as well as to evaluate the role of Competitive Advantage as a mediating variable. The research population consists of 239 customers of PT X from 2019 to 2023, with a sample of 71 respondents selected through purposive sampling. Data analysis was conducted using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) approach. The findings reveal that SSCM has a significant positive effect on Customer Satisfaction but does not significantly influence Competitive Advantage. Service Innovation shows no significant impact on either variable. Conversely, Product Innovation has a significant negative effect on Competitive Advantage, while exerting a significant positive influence on Customer Satisfaction. Competitive Advantage is found to mediate the relationship between Product Innovation and Customer Satisfaction, but does not mediate the relationships between SSCM or Service Innovation and Customer Satisfaction. These results suggest that although Product Innovation directly enhances Customer Satisfaction, its adverse impact on Competitive Advantage warrants further scrutiny. Meanwhile, SSCM and Service Innovation require more strategic communication and implementation efforts to optimize their contribution to customer satisfaction and the company’s market competitiveness. The study recommends that PT X prioritize the development of Product Innovation aligned with competitive strategies, and strengthen external communication regarding sustainability and service innovation to improve customer perception and market positioning. . Keywords: Sustainability Supply Chain Management (SSCM), Service Innovation, Product Innovation, Competitive Advantage, Customer Satisfaction, Mediation. Penelitian ini bertujuan untuk menganalisis pengaruh Sustainability Supply Chain Management (SSCM), Inovasi Layanan, dan Inovasi Produk terhadap Keunggulan Kompetitif dan Kepuasan Pelanggan di PT X, serta mengevaluasi peran Keunggulan Kompetitif sebagai variabel mediasi. Populasi penelitian mencakup 239 pelanggan PT X selama periode 2019–2023, dengan 71 responden dipilih melalui metode purposive sampling. Analisis data dilakukan menggunakan pendekatan Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa SSCM memiliki pengaruh positif signifikan terhadap Kepuasan Pelanggan, namun tidak berpengaruh signifikan terhadap Keunggulan Kompetitif. Inovasi Layanan tidak menunjukkan pengaruh signifikan terhadap kedua variabel tersebut. Sebaliknya, Inovasi Produk memberikan pengaruh negatif signifikan terhadap Keunggulan Kompetitif, namun berdampak positif signifikan terhadap Kepuasan Pelanggan. Keunggulan Kompetitif terbukti memediasi hubungan antara Inovasi Produk dan Kepuasan Pelanggan, tetapi tidak memediasi hubungan antara SSCM maupun Inovasi Layanan dengan Kepuasan Pelanggan. Temuan ini mengindikasikan bahwa meskipun Inovasi Produk dapat meningkatkan Kepuasan Pelanggan secara langsung, dampaknya terhadap Keunggulan Kompetitif perlu ditinjau ulang. Sementara itu, SSCM dan Inovasi Layanan memerlukan pendekatan komunikasi dan implementasi yang lebih strategis agar kontribusinya terhadap kepuasan dan daya saing perusahaan dapat dimaksimalkan. Kata kunci: Sustainability Supply Chain Management, Inovasi Layanan, Inovasi Produk, Keunggulan Kompetitif, Kepuasan Pelanggan, Mediasi.
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