Sistem Organisasi Kognitif dan Afektif dan Pengaruhnya terhadap Kinerja Apotek di Surabaya: Efek Moderasi Orientasi Kewirausahaan

Authors

  • Badri Munir Sukoco Department of Management, Airlangga University
  • Vindi Viciana Program Magister Manajemen, Universitas Airlangga

DOI:

https://doi.org/10.12695/jmt.2014.13.1.2

Abstract

Abstract: Apothecary is a highly regulated and competitive industry due to less differentiation and high density in certain areas. Interestingly, the performance of apothecaries is heterogeneous; and based on market orientation perspective we argue that the condition exists due to different level on responding competitors’ actions as well as customers’ needs. Further, we argue that managers’ entrepreneurial orientation can strengthen these relationships. The mechanism of how can apothecaries develop their responsiveness to competitors and customers also is investigated. We distributed questionnaires among apopthecary managers in Surabaya and generated 131 responses. By using PLS, the results indicate that responsiveness to competitors positively influence on their performance, while responsiveness to customers is not. The moderating effect of entrepreneurial orientation is also not confirmed. Responsiveness to competitors is highly determined by cognitive and affective organizational system, while responsiveness to customers mainly determined by affective organizational system. Managerial and academic implications are further discussed in this paper.

Keywords: Cognitive Organization System, Affective Organization System, Responsiveness to Competitors, Responsiveness to Customers, Performance, and Drugstore  

 

Abstrak. Apotek merupakan industry yang sangat diatur oleh pemerintah dengan tingkat persaingan yang tinggi karena diferensiasi yang ditawarkan rendah dan densitas yang cukup tinggi di beberapa area. Menariknya, kondisi tersebut juga membuat kinerja apotek beragam; sehingga dengan menggunakan perspektif orientasi pasar, penelitian ini berargumentasi bahwa responsifitas pengelola apotek akan tindakan pesaing maupun kebutuhan pelanggan dapat membedakan kinerjanya. Riset ini juga berargumentasi bahwa orientasi kewirausahaan yang dimiliki pengelola akan menguatkan pengaruh tersebut. Mekanisme tentang bagaimana perusahaan membentuk responsifitas terhadap pesaing maupun pelanggan juga diinvestigasi. Riset ini mendistribusikan survei kepada pengelola apotek di Surabaya dengan respon sebanyak 131 responden. Menggunakan PLS, hasil penelitian menunjukkan bahwa responsifitas terhadap tindakan pesaing berpengaruh terhadap kinerja apotek, sedangkan responsifitas terhadap pelanggan tidak signifikan. Efek moderasi orientasi kewirausahaan yang dihipotesiskan juga tidak terbukti. Responsifitas terhadap pesaing dipengaruhi sama kuatnya oleh sistem organisasi yang kognitif dan afektif, sedangkan responsifitas terhadap pelanggan lebih dipengaruhi oleh sistem organisasi yang afektif. Implikasi manajerial dan akademis disajikan lebih lanjut dalam penelitian ini.

 Kata kunci: Sistem Organisasi Kognitif, Sistem Organisasi Afektif, Responsifitas pada Pesaing, Responsifitas pada Pelanggan, Kinerja, dan Apotek 

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Author Biographies

Badri Munir Sukoco, Department of Management, Airlangga University

Assistant Professor, Department of Management, Airlangga University

Vindi Viciana, Program Magister Manajemen, Universitas Airlangga

Program Magister Manajemen, Universitas Airlangga

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Submitted

2013-07-09

Accepted

2014-04-14

Published

2014-04-24

How to Cite

Sukoco, B. M., & Viciana, V. (2014). Sistem Organisasi Kognitif dan Afektif dan Pengaruhnya terhadap Kinerja Apotek di Surabaya: Efek Moderasi Orientasi Kewirausahaan. Jurnal Manajemen Teknologi, 13(1), 22–39. https://doi.org/10.12695/jmt.2014.13.1.2

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