Analisis Strategi Bisnis PT KAI (Persero) dalam Menghadapi Disrupsi Transportasi dan Mendorong Pertumbuhan Berkelanjutan

PT Kereta Api Indonesia (Persero) as the largest mass transportation provider in indonesia faces significant challenges from transportation disruptions and the need for sustainable growth. This research aims to evaluate PT KAI’s competitive position in the context of transportation disruptions (ride-hailing, digital logistics) and formulate sustainable strategies to maintain market dominance while increasing profitability. This research suses a qualitative approach with strategic management analysis methods including PESTLE analysis, Porters Five Forces, Industry Analysis, and SWOT/TOWS Matrix, supported by internal and external factor evaluation (IFE and EFE) matrices. The analysis results show that PT KAI has a strong internal position (IFE score 2.80) and is quite adaptive in responding to the external environment (EFE score 2.60). the SPACE Matrix analysis places PT KAI in the conservative quadrant, while the BCG Matrix identifies KAI Commuter and Whoosh High-Speed Train as Stars, long- distance commercial trains and KAI Wisata as Cash Cows, KAI Logistik anad KAI Bandara as Question Marks, and subsidized local trains in quiet routes as Dogs. The IE Matrix positions PT KAI in Quadrant V (Hold and Maintain). The QSPM analysis recommends Product Development as the main strategy (TAS score 6.49) compared to Market Penetration (TAS 5.59). The main recommendation is to develop integrated logistics corridors, digital services innovation, and infrastructure revitalization through government-private partnerships (PPP), as well as strengthening operational efficiency to reduce dependence on government subsidies.