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All Journal International Journal of Artificial Intelligence Research Dinasti International Journal of Management Science
Suprihono, Suprihono
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Industrial & Manufacturing Engineering Other

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Improving firm performance through Competitive Advantage, differentiation strategy and cost leadership: A Literature Review Suprihono, Suprihono; Prasetya, Arik; Abdillah, Yusri
International Journal of Artificial Intelligence Research Vol 6, No 1.1 (2022)
Publisher : STMIK Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (252.076 KB) | DOI: 10.29099/ijair.v6i1.331

Abstract

This study aims to examine previous research in order to determine the role of competitive advantage as a variable that mediates the effect of differentiation strategy and cost leadership strategy on firm performance. This study applies various theories, namely resource-based-view (RBV) theory, and Market-based-view (MBV) theory to explain the relationship between variables. As a literature study article, this article contributes to developing a conceptual framework on how to combine the two perspectives of generic strategy and competitive different advantages. This article has importance for management and further research considering that not many previous studies have used the theoretical framework to test similar research models. This study has limitations in obtaining research that examines competitive advantage in research with firm performance. This research introduces a new framework that illustrates the contribution of competitive advantage to company performance through the implementation of a differentiation strategy and cost leadership strategy.
The Effect of Price Discounts and Sales Promotions on the Increase of Medicine Sales Volume at PT MBF Surabaya Suprihono, Suprihono; Zaman, Komarun; Pratama, Devangga Putra Adhitya
Dinasti International Journal of Management Science Vol. 7 No. 1 (2025): Dinasti International Journal of Management Science (September - October 2025)
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijms.v7i1.5576

Abstract

This study investigates the effect of price discounts and sales promotions on the sales volume of pharmaceutical products at PT. MBF Surabaya, a distributor operating in a competitive market environment. The research was motivated by fluctuating sales performance and the company’s reliance on discount schemes and promotional activities as key marketing strategies. The objective was to analyze the individual and combined influence of discounts and promotions on sales outcomes. A quantitative associative method was employed, using structured questionnaires distributed to 32 respondents consisting of marketing staff and customers, supported by internal sales data. Data were analyzed through multiple linear regression, validity and reliability testing, as well as classical assumption tests. The results revealed that both discounts and sales promotions significantly increase sales volume, with promotions contributing more strongly than discounts. Simultaneous testing showed that 72% of the variance in sales volume was explained by the two variables combined. The findings highlight the importance of integrating financial incentives with creative promotional strategies to sustain competitiveness.
Co-Authors Arik Prasetya, Arik Devangga Putra Adhitya Pratama Yusri Abdillah Zaman, Komarun