Identification of Operator Selection Factors from the Perspective of Indonesian Sea Transportation Users

This study seeks to evaluate the key factors influencing the selection of sea transportation operators from the perspective of freight forwarders in Indonesia. Employing the Analytic Hierarchy Process (AHP), a Multi-Criteria Decision-Making (MCDM) method, the research identified and analyzed four primary criteria—reliability, cost, responsiveness, and IT orientation and communication—along with 12 sub-criteria across three operators. Data were gathered through expert interviews, concentrating on the determinants in choosing sea transportation operators. The findings challenge conventional assumptions, revealing that cost is not the predominant factor for Indonesian freight forwarders when selecting a sea transportation operator. Instead, IT orientation and communication responsiveness emerged as the most critical factor, followed by reliability and cost. The insights derived from this study can inform strategic enhancements in sea transportation services in Indonesia, particularly for routes to the eastern regions, by aligning operator services with the expectations and preferences of freight forwarders.