Proposed Business Strategy for Implementation of Green Port at Merak Ferry Port to Achieve Sustainability

Climate change is a challenge for the global world, requiring immediate action to reduce its impact on the environment. Indonesia is a party to the Paris Agreement, where Indonesia is committed to reducing reduce greenhouse gas emissions by 31.89% by 2030. As a state-owned company, PT. ASDP Indonesia Ferry (Persero), which operates in the port and ferry sector, is one of the transportation industry entities in Indonesia that plays a role in supporting this commitment. Merak Ferry Port, the largest port managed by PT. ASDP Indonesia Ferry (Persero) requires the implementation of environmentally friendly port practices to be in line with sustainability goals. This research aims to develop a business strategy for implementing a green port at the Merak Ferry Port to achieve sustainability. Identify best practices from globally successful green port initiatives, evaluate the status of Merak Ferry Port in terms of sustainability initiatives, and propose actionable strategies to transition towards sustainable port operations. The research methodology includes qualitative analysis by collecting primary data through stakeholder interviews and collecting secondary data from case studies and related documents. Analytical tools such as Benchmarking, PESTEL, VRIO, and Value Chain analysis are used to assess internal and external factors influencing port sustainability. These findings indicate that there is a great opportunity for the Merak Ferry Port to improve environmental performance through the application of renewable energy, energy-saving technology and a comprehensive waste management system. The proposed strategy emphasizes the integration of environmental, economic and social dimensions of sustainability by utilizing the Triple Bottom Line approach. The green port implementation strategy implementation plan outlines specific actions, timelines, and resource allocation to ensure successful implementation of environmentally friendly port practices. This study contributes to knowledge about sustainable port management and provides business solutions for PT. ASDP Indonesia Ferry (Persero) to increase operational efficiency and concern for the environment. The results of this research underscore the importance of aligning business strategy with a commitment to national and international sustainability to achieve long-term viability and competitiveness in the port and ferry industry.