The Effect Of Customer Demand And The Supplier Performance On Competitive Strategy (Study in Fixed Broadband Indonesia)
R. D. Pasaribu, A. Prasetio, O. O. Sharif

Universitas Telkom

Abstract

The performance of fixed broadband access penetration Indonesia is far below the average of the ASEAN countries and relatively stagnant. This poor performance condition is an indication that operators could have implemented competitive strategies that are not optimal. This study aims to investigate the effect of customer demand and the supplier performance on competitive strategy. Survey technique was used to collect data. The analysis units were 38 business units of the operators and the observation units were top management and customer of these business units. These data then analyzed using Partially Least Square SEM. The result showed that customer demand has negative significant effect to competitive strategy and supplier performance has positive significant effect on competitive strategy.

Keywords: Fixed Broadband Industry, Customer Demand, Supplier Performance, Competitive Strategy

Topic: Strategic Management, Entrepreneurship and Contemporary Issues