ENTREPRENEURIAL LEADERSHIP AND ITS IMPACT ON COMPANY PERFORMANCE (CASE STUDY : PT. BNI LIFE INSURANCE)

ABSTRACT: The article identifies the influence of Human Resource Management (HRM) and Entrepreneurial Leadership on organizational performance, considering the role of Competitive Advantage as a mediating variable. The case study was conducted at PT. BNI Life Insurance, one of the leading insurance companies in Indonesia. This study uses a quantitative method with a causality design to examine the cause-and-effect relationship between variables. The results show that HRM and entrepreneurial leadership have a significant impact on company performance, both directly and through competitive advantage. These findings contribute to the management literature and can be used as a practical guide to improve competitiveness and organizational performance in the insurance industry.

KEYWORDS: Human Resource Management, Entrepreneurial Leadership, Competitive Advantage, Organization Performance.