PENGEMBANGAN STRATEGI BISNIS UNTUK MENINGKATKAN PENERBANGAN KARGO DI BANDARA FATMAWATI SOEKARNO BENGKULU

Kargo udara memegang peranan strategis dalam mendukung distribusi barang secara cepat, efisien, dan bernilai tinggi, terutama seiring pertumbuhan e-commerce, aktivitas ekspor-impor, serta perkembangan industri logistik di Indonesia. Bandara Fatmawati Soekarno Bengkulu memiliki potensi besar dalam sektor ini, namun penguasaan pasar oleh Injournay Aviation Services (IAS) masih tergolong rendah meskipun menawarkan tarif yang kompetitif. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang menyebabkan rendahnya pangsa pasar IAS, merumuskan strategi bisnis untuk meningkatkan daya saing layanan kargo IAS, serta mengevaluasi strategi pemasaran yang efektif dalam menjangkau lebih banyak pelanggan potensial. Penelitian ini menggunakan metode deskriptif kualitatif dengan pendekatan studi kasus. Data dikumpulkan melalui wawancara dengan pengguna jasa dan pengelola bandara, observasi langsung di terminal kargo, serta dokumentasi pendukung. Hasil penelitian menunjukkan bahwa minimnya promosi, belum optimalnya digitalisasi layanan, dan terbatasnya kerja sama dengan pihak eksternal merupakan kendala utama dalam pengembangan layanan kargo IAS. Strategi yang direkomendasikan meliputi penguatan strategi Business to Customer (B2C), pengembangan strategi Business to Business (B2B), serta penambahan divisi pengembangan bisnis (sales dan marketing) pada struktur kepegawaian. Penelitian ini memberikan kontribusi sebagai masukan bagi pengelola bandara dan perusahaan kargo dalam meningkatkan penerbangan kargo secara berkelanjutan. Penelitian lanjutan disarankan untuk mengeksplorasi aspek digitalisasi sistem logistik serta dampak kolaborasi multipihak terhadap efisiensi dan pertumbuhan bisnis kargo udara.
Kata Kunci: Penerbangan, Kargo, Strategi Bisnis

Air cargo played a strategic role in supporting the fast, efficient, and high-value distribution of goods, particularly in line with the growth of e-commerce, export-import activities, and the development of the logistics industry in Indonesia. Fatmawati Soekarno Airport in Bengkulu had significant potential in this sector; however, the market share of Injournay Aviation Services (IAS) remained relatively low despite offering competitive rates. This study aimed to analyze the factors that caused the low market share of IAS, to formulate business strategies to improve the competitiveness of IAS cargo services, and to evaluate effective marketing strategies to reach more potential customers. This research used a descriptive qualitative method with a case study approach. Data were collected through interviews with service users and airport management, direct observation at the cargo terminal, and supporting documentation. The results showed that limited promotion, suboptimal digitalization of services, and a lack of collaboration with external partners were the main barriers to the development of IAS cargo services. The recommended strategies included strengthening the Business to Customer (B2C) approach, developing Business to Business (B2B) strategies, and adding a business development division (sales and marketing) to the organizational structure. This study provided input for airport operators and cargo companies in sustainably increasing cargo flights. Further research was suggested to explore the digitalization of logistics systems and the impact of multi-stakeholder collaboration on the efficiency and growth of the air h business.
Keywords: Aviation, Cargo, Business Strategy