Strategi Pemasaran Business To Business (B2B) Produk Sustainable Aviation Fuel (SAF) Pada PT XYZ

Rahim, Rizki (2026) Strategi Pemasaran Business To Business (B2B) Produk Sustainable Aviation Fuel (SAF) Pada PT XYZ. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri penerbangan menyumbang sekitar 2% emisi gas rumah kaca global sehingga pengembangan Sustainable Aviation Fuel (SAF) menjadi solusi strategis dalam mendukung transisi energi rendah karbon karena mampu menurunkan emisi hingga 80% dibandingkan bahan bakar fosil. PT XYZ yang sebelumnya berfokus pada ekspor Used Cooking Oil (UCO) terdampak kebijakan pembatasan ekspor melalui Permendag Nomor 2 Tahun 2025 sehingga mendorong perusahaan melakukan transformasi bisnis melalui pembangunan fasilitas produksi SAF berkapasitas 200.000 ton per tahun. Penelitian ini bertujuan merumuskan strategi pemasaran Business to Business (B2B) produk SAF PT XYZ yang prospektif dan berkelanjutan melalui analisis PESTEL, Porter’s Five Forces, VRIN, TOWS, serta pendekatan Positioning, Differentiation, and Branding (PDB) yang diprioritaskan menggunakan metode TOPSIS. Hasil penelitian menunjukkan bahwa PT XYZ memiliki peluang strategis melalui ketersediaan bahan baku domestik, pertumbuhan permintaan SAF global, dan dukungan agenda dekarbonisasi, namun menghadapi tantangan berupa tingginya standar sertifikasi internasional, kebutuhan investasi besar, dan persaingan global. Strategi yang direkomendasikan meliputi penguatan positioning sebagai pemasok SAF berkelanjutan berbasis feedstock domestik, pengembangan kemitraan strategis, optimalisasi distribusi, serta penguatan branding berbasis keberlanjutan dan ESG. Hasil analisis TOPSIS menunjukkan bahwa United Kingdom, Jepang, dan Jerman menjadi prioritas utama pasar ekspor dengan nilai preferensi tertinggi karena memiliki kombinasi paling optimal dari sisi prediksi demand impor SAF, pertumbuhan pasar, waktu pengiriman, dan harga jual CFR SAF, sehingga berpotensi mendukung peningkatan daya saing dan pendapatan PT XYZ secara berkelanjutan.
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The aviation industry contributes approximately 2% of global greenhouse gas emissions, making Sustainable Aviation Fuel (SAF) a strategic solution for supporting the low-carbon energy transition due to its ability to reduce emissions by up to 80% compared to fossil-based jet fuel. PT XYZ, which previously focused on exporting Used Cooking Oil (UCO), was affected by Indonesia’s Ministry of Trade Regulation No. 2 of 2025 restricting UCO exports, thereby encouraging the company to transform its business by developing a SAF production facility with a capacity of 200,000 tons per year. This study aims to formulate a prospective and sustainable Business-to-Business (B2B) marketing strategy for PT XYZ’s SAF products using PESTEL, Porter’s Five Forces, VRIN, TOWS, and the Positioning, Differentiation, and Branding (PDB) framework, prioritized through the TOPSIS method. The findings indicate that PT XYZ possesses strategic opportunities through domestic feedstock availability, growing global SAF demand, and decarbonization initiatives, while also facing challenges related to international certification standards, substantial investment requirements, and increasing global competition. The recommended strategies include strengthening positioning as a sustainable SAF supplier based on domestic feedstock, developing strategic partnerships, optimizing distribution channels, and reinforcing sustainability and ESG-based branding. The TOPSIS analysis identifies the United Kingdom, Japan, and Germany as the top priority export markets due to their optimal combination of SAF import demand projections, market growth, shipping lead time, and CFR SAF selling prices, thereby offering strong potential to enhance PT XYZ’s competitiveness and long-term revenue growth.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Sustainable Aviation Fuel, B2B Marketing Strategy, Strategic Business Analysis Frameworks, Business Model Canvas, TOPSIS.
Subjects:	T Technology > T Technology (General) > T56.8 Project Management
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Rizki Rahim
Date Deposited:	28 Jul 2026 02:52
Last Modified:	28 Jul 2026 02:52
URI:	http://repository.its.ac.id/id/eprint/135578

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