PENGARUH MANAJEMEN RANTAI PASOK BERKELANJUTAN TERHADAP KINERJA ORGANISASI YANG DIMEDIASI MANAJEMEN HUBUNGAN PELANGGAN DAN KEUNGGULAN KOMPETITIF PADA PERUSAHAAN OTOMOTIF

Abstract

This study aims to analyze the effect of sustainable supply chain management on performance mediated by customer relationship management and competitive advantage in automotive companies. The data used for analysis in this study is the Structural Equation Model (SEM) approach. This study uses a direct random sample approach, which is a component of probability sampling with a total of 151 respondents. The results show how MRPB influences competitive advantage, customer relationship management, and organizational performance. Organizational performance is affected by customer relationship management. Organizational performance is not affected by competitive advantage. The mediation test results show that MRPB has an effect on organizational performance when it is mediated by customer relationship management and when it is mediated by competitive advantage it has no effect. The results of the hypothesis also show that competitive advantage does not affect organizational performance. The research findings are the same as previous studies; therefore, Companies X and Y may consider including these findings in their evaluation. Through product innovation, fast time to market, reliable delivery, high quality products and competitive prices, it is expected that they can strengthen their competitive advantage.