Demand Chain Management: An Effort to Improve Competitiveness and Business Performance

This study aims to analyze the demand chain management relate to competitiveness and business performance of small business in Probolinggo, East Java, Indonesia. The research population are 96 small refined fish processing small business. Sensus technique was adopted to determine reasearh sample. This is because the number of small business are only 96 units. Thats why, researcher adopt the sampling technique. So, the sample size is 96 small business. The study used primary data which was collected by quesioner. Previously, the quesioner was of course tested its reablity and validity. Further, it was distributed to the respondents directly. A week after, reseacher collected the quesioners, then edited and tabulated. Primary data was analyzed by structural quation model (SEM). The result demonstrated that there are linkage among demand chain management, competitiveness and busines performance. It means, demand chain management becomes an effort to improve competitiveness as well as business performance.