Wibi Ardiansyah, - (2025) Analisis Strategi Bisnis untuk Meningkatkan Daya Saing Usaha Ship Chartering Kapal Tongkang Tugboat PT Pelayaran Nasional Indonesia. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Persaingan dalam industri ship chartering semakin meningkat seiring tumbuhnya kebutuhan angkutan laut komoditas strategis di Indonesia. PT Pelayaran Nasional Indonesia, sebagai BUMN yang baru merintis usaha di sektor ship chartering kapal tongkang dan tugboat, tentu saja menghadapi tantangan dari perusahaan pesaing yang telah memiliki armada sendiri dengan pangsa pasar yang mapan, tingginya tingkat persaingan sektor tongkang tugboat, ditambah bisnis ini merupakan bisnis baru sehingga pengalaman dalam bisnis komersial masing sangat minim. Penelitian ini bertujuan untuk merumuskan strategi bisnis yang tepat guna meningkatkan daya saing usaha ship chartering PT PELNI. Pendekatan yang digunakan adalah metode deskriptif kualitatif dengan teknik analisis SWOT dan QSPM. Selain itu, digunakan pula analisis Porter’s Five Forces dan PEST untuk menelaah lingkungan eksternal secara lebih komprehensif. Hasil analisis menunjukkan bahwa PT PELNI memiliki kekuatan pada struktur organisasi yang adaptif dan reputasi sebagai BUMN, namun lemah pada kepemilikan armada dan kapasitas SDM. Peluang besar ditemukan pada potensi pasar komoditas dan sinergi antar BUMN, adapun ancaman terbesar muncul dari persaingan dengan perusahaan yang memiliki armada sendiri yang dikuatkan dengan koneksi dan relasi pemain lama yang lebih kuat. Skor IFAS sebesar 2,794 dan EFAS 2,809 menempatkan posisi perusahaan pada kuadran V dalam Matriks IE, yang merekomendasikan strategi penetrasi pasar dan pengembangan produk. Melalui QSPM, strategi penetrasi pasar memperoleh Total Attractiveness Score (TAS) tertinggi sebesar 7,21, menjadikannya sebagai strategi prioritas. Uraian strategi ini meliputi Meningkatkan basis pelanggan komoditas dan volume kontrak B2B melalui efisiensi proses dan reputasi, memperkuat sinergi BUMN dan pelaku logistik, aktif dalam pemasaran dan tender terbuka, serta mempercepat perencanaan investasi alat produksi sendiri. Kesimpulan dari penelitian ini menunjukkan bahwa PT PELNI memiliki potensi untuk bersaing apabila strategi prioritas diterapkan secara tepat dan disertai penguatan kapasitas internal. ; Competition in the ship chartering industry is increasing as the need for strategic commodity sea transportation in Indonesia grows. PT Pelayaran Nasional Indonesia, as a state-owned enterprise that has just started its business in the barge and tugboat ship chartering sector, of course faces challenges from competing companies that already have their own fleets with an established market share, the high level of competition in the tugboat barge sector, plus this business is a new business so that experience in the commercial business is very minimal. This research aims to formulate the right business strategy to increase the competitiveness of PT PELNI's ship chartering business. The approach used is a qualitative descriptive method with SWOT and QSPM analysis techniques. In addition, Porter's Five Forces and PEST analyses were also used to examine the external environment more comprehensively. The results of the analysis show that PT PELNI has strength in adaptive organizational structure and reputation as a state-owned enterprise, but weak in fleet ownership and human resource capacity. Great opportunities are found in the potential of the commodity market and synergies between SOEs, while the biggest threat arises from competition with companies that have their own fleets that are strengthened by stronger connections and long-term player relationships. An IFAS score of 2,794 and an EFAS of 2,809 place the company in quadrant V in the IE Matrix, which recommends market penetration and product development strategies. Through QSPM, the market penetration strategy obtained the highest Total Attractiveness Score (TAS) of 7.21, making it a priority strategy. This strategy description includes increasing the commodity customer base and B2B contract volume through process efficiency and reputation, strengthening the synergy of SOEs and logistics players, being active in marketing and open tenders, and accelerating investment planning for own production equipment. The conclusion of this study shows that PT PELNI has the potential to compete if priority strategies are implemented appropriately and accompanied by internal capacity building.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://www.researchgate.net/profile/Wibi-Ardiansyah SINTA ID: 6750739 SINTA ID: 6787008 |
| Uncontrolled Keywords: | Strategi Bisnis, Daya saing, Ship Chartering, SWOT, QSPM;Business Strategy, Competitiveness, Ship Chartering, SWOT, QSPM |
| Subjects: | L Education > L Education (General) |
| Divisions: | UPI Kampus Serang > S1 Logistik Kelautan |
| Depositing User: | Wibi Ardiansyah |
| Date Deposited: | 24 Sep 2025 06:51 |
| Last Modified: | 24 Sep 2025 06:51 |
| URI: | http://repository.upi.edu/id/eprint/139438 |
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