MENCAPAI KEUNGGULAN BERSAING DENGAN STRATEGI DIFERENSIASI
Authors: Sulistiani Dwi 
Published: January 2016

<!--[if gte mso 9]><xml> <w:WordDocument> <w:View>Normal</w:View> <w:Zoom>0</w:Zoom> <w:TrackMoves /> <w:TrackFormatting /> <w:PunctuationKerning /> <w:ValidateAgainstSchemas /> <w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid> <w:IgnoreMixedContent>false</w:IgnoreMixedContent> <w:AlwaysShowPlaceholderText>false</w:AlwaysShowPlaceholderText> <w:DoNotPromoteQF /> <w:LidThemeOther>EN-US</w:LidThemeOther> <w:LidThemeAsian>X-NONE</w:LidThemeAsian> <w:LidThemeComplexScript>X-NONE</w:LidThemeComplexScript> <w:Compatibility> <w:BreakWrappedTables /> <w:SnapToGridInCell /> <w:WrapTextWithPunct /> <w:UseAsianBreakRules /> <w:DontGrowAutofit /> <w:SplitPgBreakAndParaMark /> <w:DontVertAlignCellWithSp /> <w:DontBreakConstrainedForcedTables /> <w:DontVertAlignInTxbx /> <w:Word11KerningPairs /> <w:CachedColBalance /> </w:Compatibility> <w:BrowserLevel>MicrosoftInternetExplorer4</w:BrowserLevel> <m:mathPr> <m:mathFont m:val="Cambria Math" /> <m:brkBin m:val="before" /> <m:brkBinSub m:val=" " /> <m:smallFrac m:val="off" /> <m:dispDef /> <m:lMargin m:val="0" /> <m:rMargin m:val="0" /> <m:defJc m:val="centerGroup" /> <m:wrapIndent m:val="1440" /> <m:intLim m:val="subSup" /> <m:naryLim m:val="undOvr" /> </m:mathPr></w:WordDocument> </xml><![endif]--> <p class="MsoNormalCxSpFirst" style="margin-bottom: .0001pt; mso-add-space: auto; text-align: justify; line-height: normal;"><strong style="mso-bidi-font-weight: normal;"><em style="mso-bidi-font-style: normal;"><span style="font-size: 12.0pt; font-family: &quot;Times New Roman&quot;,&quot;serif&quot;; mso-ansi-language: IN;" lang="IN">Abstract</span></em></strong></p> <p class="MsoNormalCxSpMiddle" style="margin-bottom: .0001pt; mso-add-space: auto; text-align: justify; text-indent: 36.0pt; line-height: normal;"><em style="mso-bidi-font-style: normal;"><span style="font-size: 12.0pt; font-family: &quot;Times New Roman&quot;,&quot;serif&quot;; mso-ansi-language: IN;" lang="IN">A strategy is needed because of the competition and the right strategy is to win the competition . Porter (1980) argued that the formulation of competitive strategy is to connect the company with its environment . Although the relevant environment is very broad , encompassing social forces as well as economic forces , the main aspects of the environment are industrial companies or industries in which the company competes . There needs to be a strategy known as generic strategy is the fundamental way for the company to achieve profitability above the industry average by having a sustainable competitive advantage . The strategy consists of : cost leadership strategy (cost leadership), differentiation strategy (differentiation), and a strategic focus (focus either cost leadership or differentiation focus). This article focuses on diferensisi strategy for achieving competitive advantage of a company.</span></em></p> <p class="MsoNormalCxSpMiddle" style="margin-bottom: .0001pt; mso-add-space: auto; text-align: justify; line-height: normal;"><em style="mso-bidi-font-style: normal;"><span style="font-size: 12.0pt; font-family: &quot;Times New Roman&quot;,&quot;serif&quot;; mso-ansi-language: IN;" lang="IN">Some previous article that discussed the effect of differentiation strategy on competitive advantage , stating that the differentiation strategy to significantly affect a company's competitive advantage . Understanding the importance of differentiation strategies companies can make a difference with its competitors , so as to compete in a more competitive market , and could win the competition . This research can help companies that already distinguishes itself with competitors , may further reinforce and communicate the difference .</span></em></p> <p class="MsoNormalCxSpMiddle" style="margin-bottom: .0001pt; mso-add-space: auto; text-align: justify; line-height: normal;"><em style="mso-bidi-font-style: normal;"><span style="font-size: 12.0pt; font-family: &quot;Times New Roman&quot;,&quot;serif&quot;; mso-ansi-language: IN;" lang="IN"> </span></em></p> <p class="MsoNormalCxSpMiddle" style="margin-bottom: .0001pt; mso-add-space: auto; text-align: justify; line-height: normal;"><span class="hps"><strong style="mso-bidi-font-weight: normal;"><em style="mso-bidi-font-style: normal;"><span style="font-size: 12.0pt; font-family: &quot;Times New Roman&quot;,&quot;serif&quot;; mso-ansi-language: IN;" lang="IN">Keywords</span></em></strong></span><em style="mso-bidi-font-style: normal;"><span style="font-size: 12.0pt; font-family: &quot;Times New Roman&quot;,&quot;serif&quot;; mso-ansi-language: IN;" lang="IN">: <span class="hps">generic</span> <span class="hps">strategy</span>, <span class="hps">differentiation</span> <span class="hps">strategy</span>, <span class="hps">competitive advantage</span></span></em></p> <p class="MsoNormalCxSpMiddle" style="margin-bottom: .0001pt; mso-add-space: auto; text-align: center; line-height: 150%;"><span style="font-size: 12.0pt; line-height: 150%; font-family: &quot;Times New Roman&quot;,&quot;serif&quot;;"> </span></p> <p class="MsoNormalCxSpMiddle" style="margin-bottom: .0001pt; mso-add-space: auto; line-height: normal;"><strong style="mso-bidi-font-weight: normal;"><span style="font-size: 12.0pt; font-family: &quot;Times New Roman&quot;,&quot;serif&quot;; mso-ansi-language: IN;" lang="IN">Abstraksi</span></strong></p> <p class="MsoNormalCxSpLast" style="margin-bottom: .0001pt; mso-add-space: auto; text-align: center; line-height: normal;"><strong style="mso-bidi-font-weight: normal;"><span style="font-size: 12.0pt; font-family: &quot;Times New Roman&quot;,&quot;serif&quot;; mso-ansi-language: IN;" lang="IN"> </span></strong></p> <p class="MsoTitleCxSpFirst" style="text-indent: 36.0pt;"><span style="font-size: 12.0pt; mso-ansi-language: IN;" lang="IN">Suatu<span style="mso-tab-count: 1;"> </span>strategi dibutuhkan karena adanya persaingan dan strategi yang tepat adalah bagaimana memenangkan persaingan. Porter (1980)<span style="mso-spacerun: yes;"> </span>menyatakan bahwa<span style="mso-spacerun: yes;"> </span>perumusan strategi bersaing adalah menghubungkan perusahaan dengan lingkungannya. Walaupun lingkungan yang relevan sangat luas, meliputi kekuatan-kekuatan sosial sebagaimana juga kekuatan-kekuatan ekonomi, aspek utama dari lingkungan perusahaan adalah industri atau industri-industri dalam mana perusahaan tersebut bersaing. Perlu adanya strategi yang dikenal dengan strategi generik yang merupakan cara mendasar bagi perusahaan untuk mencapai profitabilitas diatas rata-rata industri dengan memiliki <em style="mso-bidi-font-style: normal;">sustainable competitive advantage.</em> Strategi tersebut terdiri dari<span style="mso-spacerun: yes;"> </span>: strategi kepemimpinan biaya (<em style="mso-bidi-font-style: normal;">cost leadership</em>),<span style="mso-spacerun: yes;"> </span>strategi diferensiasi (<em style="mso-bidi-font-style: normal;">differentiation</em>), dan strategi focus (baik focus kepemimpinan biaya ataupun focus diferensiasi). Artikel ini lebih memfokuskan pada strategi diferensisi untuk mencapai keunggulan bersaing suatu perusahaan.</span></p> <p class="MsoTitleCxSpLast"><span style="font-size: 12.0pt; mso-ansi-language: IN;" lang="IN">Beberapa artikel sebelumnya yang membahas mengenai pengaruh strategi diferensiasi terhadap keunggulan bersaing, menyatakan bahwa strategi diferensiasi secara signifikan mempengaruhi keunggulan bersaing suatu perusahaan. Memahami pentingnya strategi diferensiasi perusahaan dapat menciptakan perbedaan dengan pesaingnya, sehingga mampu bersaing di pasar yang lebih kompetitif, dan bisa memenangkan persaingan. Penelitian ini bisa membantu perusahaan yang sudah membedakan dirinya dengan pesaing, dapat lebih mempertegas dan mengkomunikasikan perbedaannya.</span></p> <p class="MsoNormalCxSpFirst" style="margin-bottom: .0001pt; mso-add-space: auto; line-height: normal;"><span style="font-size: 12.0pt; font-family: &quot;Times New Roman&quot;,&quot;serif&quot;; mso-ansi-language: IN;" lang="IN"> </span></p> <p class="MsoNormalCxSpMiddle" style="margin-bottom: .0001pt; mso-add-space: auto; text-align: justify; line-height: normal;"><strong style="mso-bidi-font-weight: normal;"><span style="font-size: 12.0pt; font-family: &quot;Times New Roman&quot;,&quot;serif&quot;; mso-ansi-language: IN;" lang="IN">Kata kunci</span></strong><span style="font-size: 12.0pt; font-family: &quot;Times New Roman&quot;,&quot;serif&quot;; mso-ansi-language: IN;" lang="IN"> : strategi generik, strategi diferensiasi, keunggulan bersaing</span></p> <!--[if gte mso 9]><xml> <w:LatentStyles DefLockedState="false" 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