Peran Produk Hijau Dalam Hubungan Strategi Generik Porter Dengan Kinerja Perusahaan

Asep Rokhyadi Permana

Abstract


Penelitian ini bertujuan untuk menjelaskan secara empiris pengaruh setiap karakteristik Strategi Generik Porter (Diferensiasi dan Kepemimpinan Biaya) pada kinerja perusahaan, dan menjelaskan secara empiris dampak pemoderasi produk hijau terhadap pengaruh setiap karakteristik Strategi Generik Porter pada kinerja perusahaan. Adapun  metode penelitian yang diterapkan adalah dengan teknik Multiple Regression Analysis (MRA) dengan moderasi. Sebelum uji tersebut, terlebih dahulu melakukan uji validitas dan reliabilitas (Sekaran, 2010) dan uji asumsi klasik (Ghozali, 2009) guna menghindari terjadinya bias hasil penelitian, dengan besaran sample sebanyak 166 dari 258 perusahaan besar dan menengah di proponsi D.I. Yogyakarta dan Jawa Tengah diperoleh respond rate sebesar 64,34 %. Sebagai objek penelitiannya yang diperoleh dari direktori Perusahaan Menengah dan Besar di propinsi D.I.Yogyakarta  dan Jawa Tengah yang dikeluarkan oleh BPS (Biro Pusat Statistik).

Hasil Penelitian Strategi diferensiasi berpengaruh positif dan signifikan pada kinerja perusahaan, dan Strategi kepemimpinan biaya berpengaruh positif dan signifikan pada kinerja perusahaan. Sementara hasil pemoderasian menunjukkan Produk Hijau (PH) memperkuat pengaruh strategi Diferensiasi (D) pada Kinerja Perusahaan (KP), dan Produk Hijau (PH) memperkuat Pengaruh strategi Kepemimpinan Biaya (CL) pada kinerja perusahaan (KP).


Keywords


Diferensiasi; Kepemimpinan Biaya; Strategi Porter; Produk hijau; Kinerja Perusahaan

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DOI: https://doi.org/10.26486/jpsb.v2i2.339

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