Ferry Tariff Adjustment Strategy for the Tanjung Serdang–Batulicin Strategic Route: Integrating Vehicle Operating Costs and User Psychological Thresholds

Abstract

Ferry transportation on the Tanjung Serdang–Batulicin route serves as a strategic logistical infrastructure, connecting Laut Island with the mainland of Kalimantan. Fluctuations in operational expenditures in the maritime sector require an adaptive tariff structure to ensure service sustainability while maintaining user affordability. This study aims to evaluate tariff feasibility by integrating analyses of Vehicle Operating Cost (VOC) and Willingness to Pay (WTP). Utilizing a quantitative descriptive method, data were gathered from 250 respondents through primary surveys and technical operational observations of the KMP Kerapu III fleet. The analytical results reveal that VOC-based tariffs are significantly higher than the current prevailing rates across all vehicle categories. Conversely, the average user WTP is consistently lower than the VOC values, indicating a substantial gap between service production costs and the public's payment threshold. Negative perceptions of port facility quality and wait-time efficiency predominantly drive this low WTP. This research recommends that tariff adjustment policies be integrated with the enhancement of Minimum Service Standards (MSS) as a strategic instrument to shift the users' psychological thresholds (WTP) toward the operational economic value.

Keywords: Tariff Adjustment; VOC; Willingness to Pay; Ferry Transportation.