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.
