ADAPTABILITAS LINGKUNGAN, STRATEGI DIFERENSIASI DAN STRATEGI EFESIENSI SEBAGAI UPAYA MEMBANGUN KEUNGGULAN BERSAING UNTUK MENINGKATKAN KINERJA PERUSAHAAN (Studi Empiris pada Apotek di Kota Semarang)

In today’s competitive world, success is often determined by the appropriateness with which firms choose their competitive strategies. This research aims to analysis how to rise firm performance. This study to determine environtment adaptability to firm performance through differentiation strategy, efficiency strategy, competitive advantage as an intervening variabel. The research uses 118 medicine retail store as respondents and Structural Equation Modeling (SEM) under AMOS 20 (Analysis of Moment Structure) as data analysis technique to test hypotheses. The result of data computation shows that environtment adaptability effect have positive impact to firm performance through differentiation strategy, efficiency strategy, and competitive advantage. This research contributes to strategic management in retail organisations by mapping the level of importance of the environtment adaptability for their effectiveness in improving business performance. The results showed that there is a positive and significant effect of envirotnment adaptability on business performance with diferentiation strategy , efficientcy strategy as an intervening variable. Conclusion increase business performance can be achieved through improved diferentiation strategy, efficiency strategy and competitive advantage. Advice for medicine retail store in Semarang should fix or update differnreitation, efficiency strategy, to rise competitive advantage and strategy performance