2.2.7.

Daya Saing

Daya saing (competitiveness), telah “diawali” oleh konsep keunggulan komparatif (comparative
advantage) oleh Ricardo sejak abad 18 dilanjutkan oleh Porter (1994) dalam Sumihardjo (2008)
menyebutkan istilah daya saing sama dengan competitive. Secara bebas, Sumihardjo (2008), daya saing
dapat bermakna kekuatan untuk berusaha menjadi unggul dalam hal tertentu yang dilakukan seseorang,
kelompok atau institusi tertentu.”

Daya saing (competitiveness) sangat penting dalam menentukan keberhasilan bagis uatu industri.
Dimensi yang terkandung dalam konsep daya saing sangat banyak, sehingga pendekatannya dapat dikaji
dari berbagai disiplin ilmu dan dalam berbagai aspek. Dalam literature ilmu manajemen dan pemasaran
modern daya saing sering diterjemahkan sebagai kemampuan atau keunggulan bersaing. Hal tersebut
berkaitan dengan kemampuan yang dimiliki atau didapat oleh produsen atau perusahaan tertentu
karena kemampuannya menggali potensi pasar dan menyesuaikan dengan tuntutan pasar (Porter,
2003).

Menurut Tyson dalam Bahri (2012) daya saing adalah kemampuan menghasilkan jasa dan barang
dalam memenuhi persyaratan uji persaingan di pasar internasional. Porter (2003) mengemukakan
bahwa secara nasional daya saing dipandang sebagai suatu fenomena makro ekonomi yang berkaitan
dengan peubah tingkat kurs, tingkat bunga dan defisit pemerintah. Jika daya saing diarahkan dengan
kebijakan pemerintah (proteksi, promosi impor dan subsidi) akanmendorong suatu industri ke dalam
keunggulan global. Daya saing suatu negara merupakan derajat negara tersebut dalam kondisi pasar
bebas dan andilnya dapat memproduksi barang dan jasa yang memenuhi uji pasar internasional. Daya
saing pada tingkat nasional didasarkan pada kinerja produktifitas yang superior. Hasil temuan Day dan
Wensley (1988) serta Bharadwaj et al. (1993), maka indikator keunggulan bersaing atau daya saing
meliputi bernilai, berbeda dengan yang lain dan tidak mudah digantikan.

Faktor penentu keunggulan bersaing pada industri nasional menurut Porter (2003) yaitu (1) faktor
sumber daya (factor conditions), (2) kondisi permintaan (demand conditions), (3) industri pendukung
yang terkait (related and supporting industries), (4) struktur dan strategi perusahaan (struktur of firm
and rivalry). Keempat faktor ini didukung oleh peranan kesempatan (chance) dan pemerintah
(goverment). Menurut Porter (2003), kekuatan kompetitif menentukan tingkat persaingan dalam suatu
industri, baik domestik maupun international yang menghasilkan barang dan jasa. Dalam aturan
persaingan tersebut terdapat lima faktor persaingan yaitu (1) persaingan antara perusahaan yang ada,
(2) masuknya para pendatang baru (barrier-entry), (3) kekuatan tawar menawar (bargaining power) para
pembeli, (4) kekuatan tawar menawar para pemasok, dan (5) ancaman dari barang jasa pengganti
(subtitusi). Menurut Gray et al. (1992) dalam Bahri (2012) berpendapat bahwa daya saing merupakan
kemampuan produsen untuk memproduksi suatu komoditi dengan mutu cukup baik dan ongkos
produksi yang cukup rendah, sehingga pada harga-harga yang terjadi di pasar internasional dapat
diproduksi dan dipasarkan produsen dengan memperoleh laba yang mencukupi untuk dapat
mempertahankan kelanjutan kegiatan produksinya. Beberapa komponen dasar yang bermanfaat bagi
peningkatan daya saing (Tjiptono, 2003), yaitu: 1) kebijakan Industri, 2) teknologi, 3) sumber daya
manusia, 4) delivery dependability, 5) inovasi produk, dan 6) time to market

Berdasarkan uraian di atas, definisi operasional daya saing yang sesuai dengan penelitian ini
menggunakan definisi yang dijelaskan oleh Porter (2003) dan indikator daya saing merujuk temuan hasil
penelitian Asmarani (2006). Porter (2003), daya saing merupakan kemampuan yang didapat perusahaan
tertentu karena kemampuannya menggali potensi pasar, memahami dan menyesuaikan diri dengan
kebutuhan atau tuntutan pasar, terutama dilihatdari sudut konsumen. Asmarani (2006) indikator daya
saing perusahaan ada empat yaitu, bernilai, berbeda dengan yang lain, tidak mudah ditiru, dan tidak
mudah digantikan.

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