Pengaruh green innovation, eco-efficiency, investasi teknologi informasi, strategi bisnis terhadap keunggulan bersaing
P enelitian dilakukan untuk menganalisis pengaruh green innovation, eco-efficiency,investasi teknologi informasi, dan strategi bisnis terhadap keungulan bersaing perusahaan.Sampel data penelitian diambil dari sektor energi, industrial,sub-sektor tobacco dannondurable household products yang terdaftar di Bursa Efek Indonesia pada tahun 2019-2021.Sampel penelitian dipilih dengan metode purposive sampling dan diperoleh 327 perusahaanper tahun yang memenuhi kriteria. Penelitian ini menggunakan regresi linear berganda untukmenguji apakah Green Innovatioan,Eco-Efficiency, Strategi Bisnis, dan Investasi TeknologiInformasi memiliki pengaruh terhadap keunggulan bersaing. Green Innovation diukur denganmenggunakan analisis konten pada laporan tahunan dan laporan keberlanjutan Eco-Efficiencydiukur dengan menggunakan analisis konten pada laporan tahunan dan laporan keberlanjutan ,Strategi Bisnis diukur dengan Cost Leadership Strategy yakni total sales dibagi total aset,Investasi Teknologi Informasi diukur dengan menggunakan rasio antara total TI dibagi dengantotal Aset, sedangkan keunggulan bersaing diukur dengan ROIC yakni NOPAT dibagi salesdikali sales dibagi IC.Hasil dari penelitian disimpulkan bahwa : (1) Green Innovation berpengaruh positifterhadap keunggulan bersaing, (2) Eco-Efficiency berpengaruh positif terhadap keunggulanbersaing, (3) Investasi TI tidak berpengaruh terhadap keunggulan bersaing , (4) Strategi Bisnisberpengaruh positif terhadap keunggulan bersaing.
T his research was conducted to analyze the effect of green innovation, eco-efficiency,information technology investment, and business strategy on competitive advantage ofcompanies. The research sample data was taken from the energy sector, industry, tobacco subsector and non-durable household products listed on the Indonesia Stock Exchange in 2019-2021. The research sample was selected by purposive sampling method and obtained 327companies per year that meet the criteria. This study uses multiple linear regression to testwhether Green Innovation, Eco-Efficiency, Business Strategy, and Information TechnologyInvestment have an influence on competitive advantage. Green Innovation is measured usingcontent analysis in annual reports and sustainability reports Eco-Efficiency is measured usingcontent analysis in annual reports and sustainability reports, Business Strategy is measured byCost Leadership Strategy, namely total sales divided by total assets, Information TechnologyInvestment is measured by ratio between total IT divided by total assets, while competitiveadvantage is measured by ROIC namely NOPAT divided by sales multiplied by sales dividedby IC.The results of the study concluded that: (1) Green Innovation has a positive effect oncompetitive advantage, (2) Eco-Efficiency has a positive effect on competitive advantage, (3)IT investment has no effect on competitive advantage, (4) Business Strategy has a positive effecton competitive advantage