DIGITAL TRANSFORMATION OF CONTAINER SERVICES TO IMPROVE EFFICIENCY AND COMPETITIVENESS AT PELINDO CIREBON

Abstract

PT Pelabuhan Indonesia (Persero) Regional 2 Cirebon faces challenges in improving the competitiveness of container services that have not been optimized. The purpose of this internship program is to analyze and implement innovative technology-based strategies to improve container services through a Value Chain Analysis approach. The methods used include field observations, analysis of port operations, and evaluation of the effectiveness of digitalization implementation in administration and marketing. The implementation of the Automated Container Handling System successfully reduced the loading and unloading time from 3-4 hours to 1.5-2 hours, in addition, the PHINNISI and PTOS-M systems accelerate the management of export-import documents online. The implementation of Real-Time Container Tracking System improves logistics transparency and efficiency, allowing customers to accurately monitor shipment status. A digital marketing strategy based on Search Engine Optimization (SEO) and social media increased service visibility and customer numbers by 25% in the first year. These results show that digitization and optimization of container services significantly improve operational efficiency and customer satisfaction. However, challenges such as limited digital infrastructure and labor resistance still need to be overcome to ensure the sustainability of the innovation.