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Dodi Sugianto, Desamen Simatupang, April
Gunawan Malau 1 Sekolah Tinggi Ilmu
Pelayaran, Indonesia 2,3 Universitas Pamulang,
Indonesia Email: [email protected] � |
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Abstract |
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community empowerment, PAK DALANG, SARAH, Socio-Economic
Growth, Waste Management |
This research presents successful community
empowerment programs focusing on sustainable tourism development and waste
management in Prabumulih, Indonesia. The Desa Wisata Burai Program, initiated
in 2016 by Pertamina EP (PEP) Prabumulih, aimed to enhance the tourist
experience by providing recreational facilities, such as saung, galleries,
and kiosks, while supporting local artisans. Alongside this, the SARAH
(Sampah Jadi Berkah) Program, started in 2020, focused on integrated waste
management, transforming waste materials into compost and innovative upcycled
products. Collaborations with local institutions resulted in the creation of
herbal soaps and probiotic beverages. Both initiatives demonstrated positive
social, economic, and environmental outcomes, including increased income
generation, environmental preservation, and strengthened community bonds. The
programs' successes underscore the importance of community-based approaches
in sustainable development, providing replicable models for similar regions.
The Desa Wisata Burai and SARAH Programs exemplify how targeted interventions
can foster community empowerment, environmental conservation, and
socio-economic growth, highlighting the significance of collaboration between
various stakeholders to achieve long-term sustainable development goals.
� 2023 by the authors. Submitted for possible open access publication under the terms and conditions of the Creative Commons
Attribution (CC BY SA) license (https://creativecommons.org/licenses/by-sa/4.0/). |
1.
Introduction
The maritime
resources, as a maritime nation, are clearly a sustainable competitive
advantage for the development of ports in Indonesia because as long as this
nation exists, these resources will continue to exist. These resources, both
physical and the skills of its people, along with their spirit, are highly
reasonable to be used as a strategic asset for port competitiveness, as they
are non-tradeable, as per the resource-based view concept. However, the
utilization of these resources is not an easy task and often requires a
management team to create a catalytic condition within the organization that
can motivate people to accept new challenges.
In line with
this, during President Joko Widodo's current administration, there has been
discourse about the Indonesian Maritime Revolution. The Maritime Revolution in
President Jokowi's government began with the grand vision of building a
"Maritime Highway" connecting the western and eastern parts of
Indonesia's ports, from Belawan to Sorong (Dermaga, January 2016:23). Thus, the
government's current focus is on developing port infrastructure and other
maritime potentials, with one of its primary goals being to enhance the
integrity of the national logistics flow.
Ports, as
gateways for trade and the economy, play a crucial role in economic activity.
Public service providers have a significant role in the economy. Maritime ports
are optimized as nodes in the national transportation network, in addition to
their other roles as gateways for economic activities, support for industrial
and trade activities, distribution centers, production, and cargo consolidation
points, contributing to the realization of the national maritime vision.
Maritime ports are a crucial link in the entire domestic and international
trade process. They are not just places for loading and unloading goods and
passengers but also part of the logistics chain that provides value-added
services.
With the
achievement of national logistics integration, all logistics activities in
Indonesia, from rural to urban areas and between regions and islands, are
expected to operate effectively and efficiently, becoming an integrated
national unit within the territory of the Unitary State of the Republic of
Indonesia (NKRI), which will bring prosperity to the Indonesian people. One
essential element in achieving this is the presence of ports as providers of
facilities for loading and unloading goods.
According to
the Regulation of the Minister of Transportation of the Republic of Indonesia
Number: PM 60 Year 2014 concerning the Organization and Operation of Loading
and Unloading of Goods from and to Ships, a port is defined as a place
consisting of land and/or water with specific boundaries used for government
activities and business operations that serve as a place for ships to dock,
embark and disembark passengers, and/or load and unload cargo, including
terminals and ship berths equipped with shipping safety and security facilities
and supporting port activities and as a transfer point for intermodal and
intramodal transportation.
This
definition explains that ports play a crucial role in connecting national
logistics distribution activities because they serve as places for loading and
unloading goods, particularly in terminals. Ports are the primary facilities
for the loading and unloading of logistics, which will be distributed to
various regions in Indonesia and as entry and exit points for goods both
nationally and internationally.
Regarding
loading and unloading activities, the Regulation of the Minister of
Transportation of the Republic of Indonesia Number: PM 60 Year 2014 concerning
the Organization and Operation of Loading and Unloading of Goods from and to
Ships explains that: a. Stevedoring is the work of unloading goods from ships
to barges/rafts/trucks or loading goods from docks/barges/trucks into ships,
including arranging them in the ship's hold using ship or land cranes. b.
Cargodoring is the work of releasing goods from ropes/nets (extackle) at the
dock and transporting them from the dock to warehouses/storage areas or vice
versa. c. Receiving/Delivery is the work of moving goods from
stockpiles/storage areas in warehouses/storage areas and delivering them until
they are arranged on vehicles at the warehouse/storage area gate or vice versa.
Maritime
transportation is one of the transportation modes alongside air and land
transportation. In various countries, maritime transportation is used as a
solution for moving goods or people in large quantities over long distances.
Examples of maritime transportation for goods include tankers, bulk carriers,
and container ships. Container transportation involves various transportation
modes. Container terminals are the links in transporting containers from the
origin port to the destination port, equipped with container storage yards,
container loading and unloading facilities such as ship cranes/quay cranes,
field cranes/rubber tire gantry cranes, forklifts, straddle carriers, reach
stackers, trucks/trailers, gate-in, and gate-out facilities.
Ports play a
vital role in international trade as the main gateways for import and export
cargo. In this regard, the government is making efforts to prepare Patimban
Port, located in Subang Regency, West Java, to become one of the largest ports
in Indonesia to support export and import activities. In the future, Patimban
Port will be synergized with Tanjung Priok Port, located in Jakarta, to improve
cost and time efficiency and reduce national logistics costs. With its
strategic location, Patimban Port will be connected to toll roads and railways,
enhancing the potential for the development of ten industrial zones along the
northern corridor of Java Island. Patimban Port holds great importance for the
national economy, as it is dedicated to becoming a major hub for motor vehicle
production in Indonesia and automotive exports in the global market.
With the
operation of Patimban Port, players in the automotive industry can make
Patimban Port a strategic partner in cargo handling activities for import and
export, making it an international trading center. Patimban Port is one of the
National Strategic Projects (PSN) as stipulated in Presidential Regulation
(Perpres) No. 47 of 2016 concerning the Designation of Patimban Port in Subang
Regency, West Java Province, and Presidential Regulation No. 58 of 2017
concerning Amendments to Presidential Regulation No. 3 of 2016 concerning the
Acceleration of PSN Implementation. The selection and determination of the port
location are based on the results of pre-Feasibility Study (FS) and FS studies
conducted in 2015. The suitability of Patimban Village as a port development
location was assessed from various aspects, including transportation, legal and
institutional, technical, environmental, maritime safety, and oil and gas
aspects.
Patimban
Port serves as a connection between the western and eastern parts of Indonesia.
The port is essential for addressing waiting times for ships, which is
currently a key area of improvement for service under President Joko Widodo's
government to support the success of sea toll transportation in Indonesia.
Sudarmo (2016) identified 8 key success factors for sea toll transportation,
one of which is the improvement of port services and operations. According to
Lasse (2012), the motto of modern ports is to provide safe, efficient, and fast
services for ships entering and berthing at the port, as well as for loading
and unloading cargo, warehousing, receiving, and delivering cargo as quickly
and efficiently as possible.
The following is the realization
data at Patimban Port during the period 2021-May 2022.
Based on the data above, these
companies play a role in supporting the performance of Patimban port to produce
effective and efficient services, especially coupled with the enactment of the
Asean Economic Community (AEC) in the Southeast Asian region which demands
trade services between countries with better infrastructure. Improving the
quality of port services along with their maintenance is certainly important to
do so that the port is able to support the increase in industrial
competitiveness in international trade.
The variety of functions and
services provided by ports makes ports often analogous to a system. The port
system receives support from at least three main support sub-systems, namely:
1) the implementation� or port administration
/ port authority, namely the government / ministry of transportation and 16
other government institutions; 2) business �or port business, and port users or port
users, i.e. the private sector, such as exporters, importers, and 3)
port-specific transport companies. Thus, whether or not ports perform
functions and provide a variety of services will depend largely on the synergy
and interaction of the three subsystems as mentioned above.
The necessity to integrate the
three subsystems, namely: implementation, business, and use, makes efforts to
improve port performance tend to be complex. Such efforts need to involve
cross-sectoral institutional roles and require comprehensive and mature
concepts, planning, programs, and implementation strategies. In addition,
consistency, transparency, and common perceptions among stakeholders are
important keys to the integration process of the three subsystems. Therefore,
developing a regulatory framework that is able to regulate mechanisms and
working relationships among stakeholders from each subsystem is
important to facilitate the integration process.
In order to be integrated with
logistics systems and supply chains, ports need reforms in terms of regulation
and management. This regulatory and management reform has at least three
strategic objectives. First, reduce or completely eliminate rules and
regulations that hinder competition for port development and management. Second,
create rules that can encourage a climate conducive to competition. Third,
facilitate transitions leading to a healthy competitive climate. In line with
the above, the government needs to reposition its role in the management and
development of ports.
Many factors affect the national
maritime economic power related to the existence of Patimban Port in terms of
marketing strategy and port performance. Patimban Port located in Patimban
Village, Pusakanegara District, Subang Regency, West Java Province, is
designated as a national strategic project as stipulated in Presidential
Regulation Number 3 of 2016 concerning the Acceleration of National Strategic
Project Implementation. The implementation of Patimban Port as a national
strategic project, according to this Presidential Regulation, includes
planning, construction, operation and business activities, technical guidance
and guidance on port operation management, as well as guidance to ensure
shipping and environmental safety. The construction of this port is the
Government's strategy to reduce excess capacity at Tanjung Priok Port.
Basically, the port has an important role in the development of industry, trade
and services and the hope of Subang Regency to become a metropolitan industrial
city.
To be able to compete with other
ports, carry out several strategies ranging from providing door-to-door
logistics services to service marketing strategies. Marketing itself has
revolutionized the world economy, and since its rapid development and today all
existing businesses depend on marketing activities and successful
philosophy.�
The marketing function for a
company is a very important element, especially in a business environment with
very competitive competition such as port services. Port services offered will
not be widely known and will not sell well in the market if the marketing
activities carried out are not good. The importance of providing port support
facilities, including hinterland.
The marketing process in the port industry is
three main aspects, namely:
1.
Forming customer loyalty through customer satisfaction. Customer
satisfaction is the basic framework for creating a good relationship in the
long term between the company and its customers. This ability to create
customer satisfaction effectively is what will be the foundation of creating
this kind of relationship. This is important because it is now increasingly
realized that service quality and customer satisfaction are very vital in the
business world.
2.
Build mutual trust with other ports. Competition between ports in
the international world is currently very fierce. All companies are
increasingly realizing that they need to use their core strengths to create
multilateral cooperation with other companies in order to realize beneficial
cooperation between them. The main purpose of this collaboration is of course
to meet customer service needs, improve service quality to win customer
satisfaction.
3.
Creating employees who have loyalty to the company. The mutual trust
manifested in the form of support between the company and employees is the
basis for the long-term relationship of the company and external customers.
Without this basis, the relationship between the client and the company will
not be effective at all. Therefore, the dedication of employees will be a key
factor in the success of the company's development. In other words, companies
need to treat their employees preferentially by arousing their enthusiasm and
potential, increasing employee satisfaction and loyalty, and providing good
welfare for them.
The 1998 shipping law repealed
the previous provision of Law No. 21 of 1992, which provided the foundation for
a comprehensive reform of Indonesia's port system. The law abolished the
government's monopoly on the port sector and opened up opportunities for
private sector participation. Furthermore, the law describes more specifically
in Government Regulation Number 61 of 2009 concerning Ports. The service
industry plays a very important role for the economy of a country. This field
is one of the strategic areas that overshadows the lives of many people. The
role of ports is also projected to be higher assuming that there are no
regulations that harm the export and import system and human transportation, as
well as stable production levels from natural resource management in the region
and constraints obtained from land transportation.
Ferdian Dwidarma, Yusuf Wibisono,
Mohamad Zaini and Riza Lestari (2021) where the method used in this research is
qualitative descriptive, where the approach is based on interviews. Books,
journals, and articles from related agencies are also used as references for
this research. With the construction of the Patimban port, there is also the
potential for the development of Industrial Estates around the port, and later
the Patimban port will also be supported by road access that can make it easier
to reach. According to Nugraha (2015), efforts made to improve the performance
of a port include increasing the productivity of loading and unloading
equipment and the number of TKBM for general cargo ships� and accelerating the process of entering
ships by using faster tugboats. According to Wibowo (2010) the most dominant
variables that affect the performance of a port are: Productivity of loading
and unloading, readiness of loading and unloading equipment, handling
documents, tugboat requests, and ship arrival time.
Based on the identification of
the problems discussed in this study, it is necessary to formulate as follows:
1. Is there an influence of marketing strategy on the competitiveness of the
National Maritime Economy? 2. Is there any influence of Patimban Port
performance on the competitiveness of the National Maritime Economy? 3. Is
there a simultaneous influence of marketing strategy and performance of
Patimban Port on the competitiveness of the National Maritime Economy?
Based on the formulation of the
problem above, the objectives of this study are 1. To determine the influence
of marketing strategies on the competitiveness of the National Maritime
Economy. 2. To determine the effect of Patimban Port performance on the competitiveness
of the National Maritime Economy. 3. To determine the effect of marketing
strategy and safety culture simultaneously on the competitiveness of the
National Maritime Economy
Realizing the importance of
Patimban Port, the researcher felt interested in discussing more deeply " The
Influence of Marketing Strategy and Port Performance on Enhancing The
Competitiveness of Maritime Economy at The Patimban International Port
(PIP)"
2.
Materials and Methods
The type of data used is quantitative data
obtained through questionnaires. There are two sources of data: primary data
(collected directly from respondents through questionnaires) and secondary data
(supporting data from journals, information sources, and internal
organizational data). Data collection techniques include field research,
questionnaires, observations, and library research. The research population
consists of users of the services at Patimban Port, with the target population
being for the year 2021.
The research sample is selected using the
incidental sampling technique. The research variables consist of independent
variables (marketing strategy and Patimban Port performance) and dependent
variables (the competitiveness of the National Maritime Economy). Data analysis
is performed using the Partial Least Square (PLS) statistical technique,
including descriptive analysis, inferential analysis, and hypothesis testing.
In the model measurement stage (Outer Model), an evaluation is conducted to
determine validity, reliability, and tests for convergence and divergence. In
contrast, in the structural model stage (Inner Model), path coefficient
analysis, coefficient determinant (R-squares), and hypothesis testing are
carried out.
Hypothesis testing in this research includes
t-statistics for each direct and indirect influence path, with a significance
level of 5%. The hypotheses put forward include the influence of marketing
strategy on the competitiveness of the National Maritime Economy, the influence
of Patimban Port's performance on the competitiveness of the National Maritime
Economy, and the combined influence of marketing strategy and Patimban Port's
performance on the competitiveness of the National Maritime Economy. The results
of this research will contribute to understanding the relationship between
marketing strategy, Patimban Port's performance, and the competitiveness of the
National Maritime Economy at Patimban Port.
3.
Results and Discussions
There is a positive and significant influence of marketing
strategies on the competitiveness of the maritime economy at Patimban
International Port (PPI). This means that an effective marketing strategy can
have a positive and significant influence on the competitiveness of the
maritime economy at Patimban International Port (PPI).
A strong marketing strategy will increase visibility and
awareness about Patimban Port among shipping companies, cargo owners, and other
business people. Information disseminated through marketing campaigns can
attract market attention and highlight the advantages and advantages of ports,
so more business people will consider using Patimban Port as one of their
options. An effective marketing strategy can also attract new investment and
business to Patimban Port. When the port has a good reputation through good
promotion, it can build confidence among investors and businesses to invest and
operate in the port. New investments can increase port capacity and
infrastructure, which in turn will increase the competitiveness and
attractiveness of Patimban Port.
With the right marketing strategy, the port can encourage
more shipping companies and cargo owners to use its facilities. More ships and
cargo docking at Patimban Port will increase cargo traffic, which in turn will
have a positive impact on the maritime economy of the region. A good marketing
strategy will help build a positive image and trust among stakeholders. A
positive image of Patimban Port as a reliable, efficient, and user-friendly
port will help retain and attract more business.
An effective marketing strategy will help highlight the
competitive advantage possessed by Patimban Port. Advantages such as strategic
location, modern facilities, or excellent services can be key factors in
attracting more business and facing competition with other ports in the region.
Marketing strategies can influence the behavior of stakeholders, including
shipping companies, cargo owners, and other business partners. By providing
relevant and intriguing information, marketing strategies can persuade them to
choose Patimban Port as their main or even exclusive choice.
There is a positive and significant influence of port
performance on maritime economic competitiveness at Patimban International Port
(PPI). Good port performance has a very important impact in improving the
competitiveness of the maritime economy, and this means that an efficient and
reliable port will provide significant benefits for the growth and economic
development of the region and the country as a whole.
Efficient and well-organized port performance can speed up
the process of loading and unloading ships and handling cargo. This efficiency
reduces ship waiting times, speeds up cargo distribution, and reduces logistics
costs. The more efficient the operation of the port, the more attractive it is
for shipping companies and cargo owners to use the services of the port.
Reliable and reliable port performance in running its operations consistently
on schedule is very important. This reliability gives shipping companies and
cargo owners confidence that they can rely on ports to handle their cargo in a
timely manner. Punctuality in cargo handling will have a positive impact on the
supply chain and help avoid delays that can have a negative impact on the
business.
Good port performance includes investment in infrastructure
development and capacity building. Adequate capacity and modern infrastructure
will enable the port to handle increasingly large and diverse cargo traffic.
This will create an environment conducive to the trade and economic growth of
the region. Ports with good performance tend to attract more investment and new
business. Investment in port infrastructure and facilities will increase the
attractiveness of Patimban Port for shipping companies, cargo owners, and other
business people. The sustainability of this growth will make a significant
contribution to the maritime economy in the region.
Good and reliable port performance will improve the image
and reputation of Patimban Port as a professional international port. A
positive image will help maintain good business relationships with customers
and business partners, as well as increase attractiveness for new companies
planning to operate in the region. The port's sustainability-focused and
environmentally friendly performance can create a special attraction for
customers who care about environmental issues. Patimban Port that is committed to
green maritime initiatives will have a positive impact on the competitiveness
of the maritime economy in an era that is increasingly aware of sustainability.
There is a simultaneous influence of marketing strategy and
port performance on the competitiveness of the maritime economy at Patimban
International Port (PPI). In addition, it looks Adjusted RSquare for customer
satisfaction construct with a value of 0.816. This shows that the model has a
good level of model goodness-fit. This means that the variability of maritime
economic competitiveness can be explained by all three variables in the model,
namely marketing strategy and port performance of 81.6%.
Overall, it is important to note that an effective
marketing strategy must be supported by good port performance. The positive
experience of port users will strengthen the impression given by the marketing
strategy and help maintain the competitiveness of the maritime economy of
Patimban Port in the long run. Good port performance is a key factor in
improving maritime economic competitiveness at Patimban International Port
(PPI). With a focus on efficiency, reliability, and infrastructure improvement,
Patimban Port can continue to grow and make a significant contribution to the
maritime economic growth in the region.
4.
Conclusion
Based on the results of research that has been conducted in
the previous chapter, it shows that there is a positive and significant
influence of marketing strategies on maritime economic competitiveness at the
International Patimban Port (PPI). There is a positive and significant
influence of port performance on maritime economic competitiveness at Patimban
International Port (PPI). There is a positive and significant influence of
marketing strategy and port performance on maritime economic competitiveness at
Patimban International Port (PPI)
5.
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