Key Performance Indicators (KPI) The Main Port Authority Office targets to achieve YOR of operational performance in a container terminal operator that handles loading unloading services for domestic and international containers in the amount of 60% for 2020-2024, but the realization is only achieved less than 40%. In line with the decline of throughput data from 2019 before the pandemic. This study aims to identify the internal and external factors, propose alternative strategies, and determine strategic priorities to improve the operational performance of loading unloading. The research method used is SWOT-ANP. The identification results obtained internal factors in the form of domestic and international container shipping services as the highest strength factor, then the highest weakness factor in the form of loading unloading equipment replacement. While external factors in the form of having good relationships with stakeholders, port unions, and local governments as the highest opportunity factor, then one of the highest threat factors is intense competition in container terminal services, especially with terminals at overseas ports. There are 6 alternative strategies proposed, with 2 strategic priorities that have the highest weight including expanding market share by adding new services and improving service quality through additional operational equipment capacity.