PENGARUH KEUNGGULAN BERSAING BERDASARKAN WAKTU TERHADAP KINERJA PERUSAHAAN DI PERUSAHAAN FURNITURE ROTAN PT. SANDI FURNI, SEMARANG

Abstract

Persaingan pada pasar global menuntut perusahaan melakukan langkah-langkah inovasi produk secara cepat untuk bisa diserap pasar, sehingga waktu menjadi parameter yang panting dalam rangka mencapai keunggulan bersaing. Manajemen waktu mempunyai relevansi langsung dengan kecepatan. Kecepatan akan meningkatkan kapasitas, kualitas, frekuensi, kecanggihan, keterjanglcauan dan kemudahan pada perusahaan. Strategi mempercepat waktu dapat memberikan dampak yang signifikan terhadap kinerja perusahaan. Berdasarkan hal-hal tersebut diatas dikembangkanlah pertanyaan : Apakah kompetisi berbasis waktu/time base competition berpengaruh langsung pada kinerja perusahaan ?. Banyak peneliti terdahulu yang menemukan bahwa penyingkatan waktu pada proses produksi mempunyai dampak yang signifikan pada kinerja perusahaan, baik kinerja keuangan, maupun kinerja pemasaran. Untuk menjawab permasalahan dalam penelitian ini, maka dikembangkan model penelitian yang terdiri dari product development cycle time, new product introduction, production lead time dan delivery speed sebagai variabel independen, terhadap ROI sebagai variabel dependen. Obyek penelitian adalah perusahaan furniture rotan PT. Sandi Furni Semarang. Data keuangan maupun pemasaran diambil dari seluruh job order selama kurun waktu 1997 — 2001. Data dari hasil penelitian dianalisis dengan menggunakan slat analisis regresi linier berganda. Basil analisis linter berganda menunjukkan bahwa semua koefisien regresi adalah negatif (berlawanan arab). Jadi jika ke-empat kinerja berdasar waktu semakin singkat maka semakin tinggi ROI yang didapat. Basil uji t-test menunjukkan bahwa ke-empat variable yang diuji secara individual/parsial berpengaruh negatif signifikan terhadap kinerja perusahaan. Basil uji hipotesis dengan F-test menunjukkan bahwa ke-empat variabel seen serentak berpengaruh terhadap kinerja perusahaan. Basil analisis data menunjukkan bahwa semua hipotesis yang diajukan terbukti, sehingga dapat disimpulkan bahwa product development cycle time, new product introduction, production lead time, delivery speed mempunyai pengaruh yang signifikan (negatif) terhadap variabel tergantung kinerja perusahaan,(R0/).The competition of global market requires a company to explore an innovation on the product very rapidly in order to be accepted in the market, so that time becomes quite important as a parameter to reach a competitive excellence. Time management has a direct connection to rapidness. This rapidness may boost capacity, quality, frequency, sophistication, completion and easiness to the factory. hi fact, strategy of time acceleration may give a significant affect to the company performance. Based on the above matters a question has been raised. Does time based competition directly affect to the company performance ? Many previous researchers found that the short cut of time on the production process has a significant affect on the company performance, either financial and marketing performance. In order to solve the problems on this research, we should develop the model of research which consist of Product Development Cycle Time, New Product Introduction, Production Lead Time, and Delivery Speed as independent variable, to ROI as dependent variable. The object of reszarch has taken place at PT. Sandi Furni Semarang, a rattan furniture company. The data of finance and marketing was taken from the whole job order since 1997 — 2001. This data from the outcome of the research was analyzed by using an analysis in a multiple haler regression. The result of multiple linier regression showed that all Coefficient Regressions were negative (in reverse direction). So, if the four items of time base performance is getting shorter, then the higher ROI can be achieved. This outcome of the t test showed that the four variables being tested partially or individually affect significantly negative against the company performance. The result of hypotheses test using F - test showed that the four variables altogether affected against the company performance. The outcome of the data analysis showed that all hypotheses put forward could be acceptable, so that if can be concluded that Product Development Cycle Time, New Product Introduction, Production Lead Time and Delivery Speed have negative affect against variables depending on the company performance (ROI).