Abstract
Analysis of the bargaining position of traditional shipping in its integration to the marine toll in Tanjung Emas Port of Semarang should be carried out to evaluate its appropriateness. This research was aimed to identify the internal (strength, weakness) and external (opportunity, threat) factors concerning the integration of traditional shipping into the marine toll, as well as to determine the priority of supporting aspects of improvements. The research was carried out through interviews with some experts. Data analysis was carried out using SWOT and AHP. The research identified 12 internal and 12 external factors related to the integration of traditional shipping business in Tanjung Emas Port of Semarang. SWOT analysis showed that traditional shipping has a strong and opportunistic position with an index position of +0.16; +1.79. AHP analysis showed that policy support is the most important aspect of the integration of traditional shipping into the marine toll, followed by competitiveness and market insurance. According to the result, the policy may have a larger implication on the factors affecting the strength and opportunity of traditional shipping in its integration to the marine toll.
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