PENGARUH STRATEGI KEUNGGULAN BERSAING

DAN POSITIONING TERHADAP KINERJA

 (Penelitian Pada Koperasi Serba Usaha Di Kota Malang)

 

Martono

STIE INDOCAKTI Jl. Besar Ijen No. 90-92 Malang

Email : tjokrosepoetro@gmail.com

 

Abstract, According to Vice Precident Mr. Moh. Hatta: “Cooperatives in the national economy is expected  to broaden the  economic base and be able to provide a significant contribution in a accelerate structural change, namely improving the  regional  economy and local  economic resilience,  but in reality it is still not achievable. The Results of problem identification shows that it was  because  of the  low performance of cooperatives.  This is caused due to weak strategic competitive advantage and positioning strategy in developing its business. This research attempts to examine the influence strategies of competitive advantage and positioning strategy to performance on all-round cooperative effort in Malang, East Java.  The  results showed that  the strategy has a significant competitive  advantage on the performance of cooperatives.  The strategic competitive  advantage and positioning  strategy significantly affects the performance. The Competitive advantage strategy mediated positioning advantages significantly affect the  performanc. The  effect of  this relationship shows that  the positioning  strategy increases the  influence  of competitive  advantage on  the performance of cooperatives.

Key words : cooperative, competitive advantage, positioning and performance.

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