Integrasi Smart Marketing dan Green Supply Chain Management dalam Strategi Digital Industri Maritim

Abstract

The digital transformation of the maritime industry has become a strategic necessity amid global pressures for supply chain  efficiency and  environmental sustainability. This article examines the urgency of integrating smart marketing and Green Supply Chain Management (GSCM) as a unified digital strategy to enhance competitiveness and promote sustainable maritime transportation. The study employs a conceptual qualitative approach, with thematic analysis grounded in recent literature, industry reports, and empirical studies published between 2020 and 2025. The findings reveal that smart marketing  plays a  pivotal role  in  strengthening  customer relationships, optimizing  market segmentation,   and   encouraging   the   adoption   of   sustainability-oriented   digital   technologies. Meanwhile,  the  implementation  of  GSCM  contributes  to  operational  efficiency,  carbon  emission reduction, and compliance with environmental regulations. The integration of these two approaches results in a conceptual model of digital maritime strategy that emphasizes not only profitability and efficiency but also  long-term sustainability. This article contributes theoretically by bridging the literature on digital marketing and green supply chain practices in the maritime sector, while offering practical implications for the transition toward a smart, sustainable maritime industry.