DAMPAK INOVASI TEKNOLOGI DALAM LOGISTIK INTERNASIONAL

Fendy Cuandra, Hardi Suandri, Edy Yulianto Putra, Renza Pahlevi

Abstract


ABSTRAK

Dalam era globalisasi yang semakin berkembang, inovasi teknologi memainkan peran krusial dalam meningkatkan efisiensi dan efektivitas sistem logistik internasional. Transformasi digital, seperti penerapan Internet of Things (IoT), Artificial Intelligence (AI), Blockchain, dan Big Data, telah memungkinkan optimalisasi rantai pasok, peningkatan kecepatan distribusi, serta pengurangan biaya operasional. Penelitian ini bertujuan untuk mengeksplorasi peran orientasi pasar, responsivitas, inovasi, intelijen pemasaran, dan kepuasan pelanggan dalam industri logistik internasional. Metode penelitian menggunakan pendekatan kuantitatif melalui penyebaran kuesioner yang selanjutnya di analisis menggunakan software PLS-SEM. Temuan menunjukkan hubungan signifikan antara orientasi pasar dan inovasi, menekankan pentingnya memanfaatkan wawasan pasar untuk mengembangkan solusi yang kompetitif. Responsivitas juga memainkan peran penting dalam meningkatkan kepuasan pelanggan dengan cara memenuhi kebutuhan pelanggan secara efektif. Namun, penelitian ini mengidentifikasi bahwa inovasi tidak selalu memediasi hubungan antara responsivitas dan kepuasan pelanggan, yang menunjukkan dampak yang lebih bernuansa dan bergantung pada konteks. Temuan ini menekankan perlunya perusahaan untuk mengadopsi strategi terintegrasi yang menggabungkan inovasi, responsivitas, dan pendekatan yang berfokus pada pelanggan untuk mencapai keberhasilan yang berkelanjutan di sektor logistik yang kompetitif.

ABSTRACT

In the era of growing globalization, technological innovation plays a crucial role in improving the efficiency and effectiveness of international logistics systems. Digital transformations, such as the implementation of the Internet of Things (IoT), Artificial Intelligence (AI), Blockchain, and Big Data, have enabled supply chain optimization, increased distribution speed, and reduced operational costs. This study explores the role of market orientation, responsiveness, innovation, marketing intelligence, and customer satisfaction in the international logistics industry. The research method uses a quantitative approach through distributing questionnaires which are then analyzed using PLS-SEM software. The findings reveal a significant relationship between market orientation and innovation, emphasizing the importance of leveraging market insights to develop competitive solutions. Responsiveness also plays a vital role in enhancing customer satisfaction by addressing customer needs effectively. However, the study identifies that innovation does not always mediate the relationship between responsiveness and customer satisfaction, indicating a nuanced and context-dependent impact. These findings underline companies' need to adopt integrated strategies combining innovation, responsiveness, and customer-centric approaches to achieve sustainable success in the competitive logistics sector.


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DOI: http://dx.doi.org/10.35906/equili.v14i1.2313

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