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p-Index From 2021 - 2026
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This Author published in this journals
All Journal Meteor STIP Marunda Fundamental and Applied Management Journal
April Gunawan Malau
Maritime Institute, Sekolah Tinggi Ilmu Pelayaran Jakarta, North Jakarta, Indonesia
Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Social Sciences Transportation

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Digital Marketing Capability as a Strategic Driver of Competitive Positioning in Indonesian Shipping Companies: An Operational Excellence Perspective Larsen Barasa; Marihot Simanjuntak; April Gunawan Malau; Ahmad Wahid
Fundamental and Applied Management Journal Vol. 4 No. 1 (2026): March
Publisher : Global Research Collaboration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66314/famj.v4i1.420

Abstract

The integration of digital marketing capabilities into strategic management frameworks represents a critical yet underexplored dimension of competitive positioning in maritime transportation. This study examines how Indonesian shipping companies leverage digital marketing strategies — including social media engagement, platform-based logistics marketing, and digital branding — as instruments of strategic decision-making to improve market share and service differentiation. Drawing on dynamic capabilities theory and operational excellence frameworks, the study employs a qualitative research design involving semi-structured interviews with 25 key informants across eight Indonesian shipping companies. Thematic analysis, cross-group comparison, and narrative synthesis were applied to examine patterns across executive, marketing, and operational perspectives. Findings reveal four principal capability dimensions: digital channel integration, data-driven customer engagement, brand differentiation through digital platforms, and performance-aligned digital communication. Critically, competitive positioning gains are most pronounced when digital marketing capabilities are embedded within operational excellence structures, particularly in firms that align digital communication strategies with balanced scorecard or performance management systems. The study contributes a contextually grounded framework for digital marketing capability development in emerging-market maritime firms, with practical implications for industry managers, policymakers, and institutional stakeholders in Indonesia's sea transportation sector.
Integration of Shipping Law and Maritime Policies in Indonesian Maritime Vocational Education: A Qualitative Assessment of Professional Competency Development April Gunawan Malau; Yusrial Yusrial
Meteor STIP Marunda Vol. 18 No. 1 (2025): Vol 18 No 1 (2025): June
Publisher : Meteor STIP Marunda

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Abstract

This research examines the integration of shipping law and maritime policies within Indonesian maritime vocational education systems, evaluating their effectiveness in developing professional competencies amongst maritime graduates. Employing a qualitative descriptive approach, the study investigates perspectives from three key stakeholder groups: maritime professionals, vocational lecturers, and maritime graduates. The research addresses critical gaps in legal literacy amongst Indonesian seafarers operating within international jurisdictions. Findings indicate an overall effectiveness score of 9/10 across three key indicators: shipping management, maritime business, and maritime finance with sustainability. However, significant opportunities exist for enhanced case-based learning, practical legal simulations, and contextualised application of international maritime conventions. The study recommends systematic curriculum reforms incorporating experiential learning methodologies, strengthened industry-academia collaboration, and development of competency-based legal literacy frameworks aligned with International Maritime Organisation (IMO) standards.
Co-Authors Larsen Barasa Marihot Simanjuntak Wahid, Ahmad Yusrial Yusrial