The Influence of Market Uncertainty on Sustainable Competitive Advantage with Supply Chain Endurance as a Mediating Variable

Market uncertainty poses critical challenges for organizations operating in volatile regulatory environments, yet theoretical understanding of mechanisms linking environmental turbulence to sustainable competitive advantage remains incomplete. This study examines supply chain endurance as a mediating mechanism through which market uncertainty influences competitive advantage within Indonesia's cigarette industry—a context characterized by intensifying health regulations, supply chain seasonality, and persistent demand volatility. Employing Partial Least Squares Structural Equation Modeling (PLS-SEM) with data from 86 supply chain managers and operational directors, this research tests relationships among market uncertainty, supply chain endurance, and sustainable competitive advantage. Findings reveal that market uncertainty exerts strong positive influence on supply chain endurance (β=0.721, p