FACTOR INFLUENCING SUPPLY CHAIN RESPONSIVENESS IN FAST MOVING CONSUMER GOODS INDUSTRY : CASE STUDY OF PT. UNILEVER INDONESIA, TBK

Abstract

Prediction shows that Indonesia will become a very potential market for global Fast Moving Consumer Goods (FMCG) industry to enter, however this will create a competition between local and multinational player. FMCG Industry is known with its large and various productions, which the product is perishable and obsolete. Many previous studies consider supply chain responsiveness is a key success of FMCG industry, therefore it lead the researcher to analysis factors influencing supply chain responsiveness on Fast Moving Consumer Goods Industry. PT. Unilever Indonesia, Tbk will be the perfect case of this study. Quantitative method is used in this research by distributing questionnaires to 60 respondents and additional 20 respondents for the pre-test using purposive sampling method. The result using multiple regression analysis found that only two independent variables, which are agile supply chain strategy and strategic supplier partnership has significant influence towards Unilever’s supply chain responsiveness. While the other two, which are lean supply chain strategy and postponement does not have any influence towards Unilever’s supply chain responsiveness.