ANALISIS STRATEGI BERSAING PT. SEPAKAT MAJU ABADI DALAM INDUSTRI TRANSPORTASI LOGISTIK

Ravli Thaufiq Reksapernata, Prof. Amin Wibowo, S.E., M.B.A., Ph.D.,

2025 | Tesis | S2 MANAJEMEN (MM) JAKARTA

Pertumbuhan e-commerce dan percepatan digitalisasi logistik telah mengubah struktur persaingan dalam industri transportasi logistik darat di Indonesia. Penelitian ini bertujuan untuk menganalisis faktor eksternal dan internal yang memengaruhi daya saing PT. Sepakat Maju Abadi serta merumuskan strategi bersaing yang tepat dalam menghadapi kompetisi industri yang semakin dinamis. Metode penelitian menggunakan pendekatan kualitatif deskriptif melalui wawancara mendalam dan analisis dokumen dengan menerapkan kerangka PESTEL, Porter’s Five Forces, Resource-Based View (RBV), dan VRIO. Hasil penelitian menunjukkan bahwa perusahaan menghadapi tekanan dari ketatnya persaingan industri, dinamika regulasi, dan volatilitas biaya operasional, tetapi juga memiliki peluang dari pertumbuhan e-commerce, perkembangan infrastruktur logistik, dan adopsi teknologi digital. Analisis internal mengungkapkan bahwa keunggulan utama perusahaan bersumber dari aset tak berwujud, seperti reputasi, kepercayaan pelanggan, serta kapabilitas operasional yang bernilai dan sulit ditiru. Sintesis dari seluruh analisis menghasilkan sepuluh Key Success Factors (KSF) yang mencakup kepatuhan regulasi, efisiensi biaya, digitalisasi operasional, diferensiasi berbasis SLA, manajemen hubungan pelanggan, fleksibilitas armada, cakupan distribusi, reputasi merek, kualitas SDM, serta pengelolaan keuangan. Penelitian ini merekomendasikan strategi kombinatif antara diferensiasi layanan dan efisiensi biaya yang didukung oleh transformasi digital untuk memperkuat posisi kompetitif perusahaan.

The rapid growth of e-commerce and the acceleration of logistics digitalization have reshaped competitive dynamics within Indonesia’s land logistics industry. This study aims to analyze the external and internal factors influencing the competitiveness of PT. Sepakat Maju Abadi and to formulate an appropriate competitive strategy in response to increasing industry dynamism. A descriptive qualitative approach was employed using in-depth interviews and document analysis, supported by PESTEL, Porter’s Five Forces, Resource-Based View (RBV), and VRIO frameworks. The findings indicate that the company faces challenges from intense industry rivalry, regulatory pressures, and cost volatility, while also benefiting from opportunities driven by e-commerce expansion, infrastructure development, and digital technology adoption. The internal analysis reveals that the company’s core strengths stem from intangible assets such as reputation, customer trust, and operational capabilities that are valuable and difficult to imitate. The synthesis of all analyses identifies ten Key Success Factors (KSFs), including regulatory compliance, cost efficiency, operational digitalization, SLA-based differentiation, customer relationship management, fleet flexibility, distribution reach, brand reputation, human resource quality, and financial management. The study recommends a combined strategy of service differentiation and cost efficiency supported by digital transformation to strengthen the company’s competitive position.

Kata Kunci : Strategi bersaing, industri logistik darat, analisis eksternal, RBV, VRIO, Key Success Factors, diferensiasi layanan, keunggulan kompetitif.