Analisis potensi pasar dan kepuasan pelanggan jasa penerbangan domestik rute jakarta yogyakarta

Chandrayani, Ernita (2005) Analisis potensi pasar dan kepuasan pelanggan jasa penerbangan domestik rute jakarta yogyakarta. Masters thesis, Institut Pertanian Bogor.

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Abstract

The new Indonesian government act on Airlines business implemented in PP No. 40 1999 has given many opportunities for new companies to enter the airline business. The condition has led the airline companies to compete in the price of airline tickets which each airline company give big discounts for the airline tickets. Customers which use other means of transportation to using airlines services due to the lower price being offered. The objectives of this research are to identify the potential market in airline services, analyze the attributes which are considered by flight users and non-flight users, identfy customer satisfaction and formulate the business service strategy in Merpati Airlines. The tools for the analysis used in the research are segmentation analysis with CHAID, Thurstone, Diagonal, Penalty Reward, Correspondence analysis and customer satisfaction index. Based on the segmentation analysis for the non user respondent, the most important attribute considered and differentiate between respondent are the baggage service, the service arrangement during check in and flight safety. Flight users besides Merpati also consider the speed in service and the qualty of food served by catering service to be important attributes. Whereas the flight users of Merpati consider the accuracy of flight connection service as the attribute which is th major differentation. Based on the diagonal analysis, almost all the flight services attributes are in the catagory of “under service”. The perception which has been in the minds of the publics is that Lion Air is the airline company wtih cheap airline tickets. Whereas Garuda is perceived as being a prestigious airline company and Merpati perceived as the airline company which provide comfort.

Item Type: Thesis (Masters)
Additional Information: 21(26)Cha a
Uncontrolled Keywords: Jasa Penerbangan Domestik, Potensi Pasar, Kepuasan Pelanggan, Non User, Non User Berminat, User Selain Merpati, User Merpati, PT Merpati Nusantara Airlines, Segmentasi Konsumen, Analisis Thurstone, Diagonal (Suharjo Split), Penalty Reward, Korespondensi,Indeks Kepuasan Konsumen, Deskriptif.
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 29 Oct 2016 03:34
Last Modified: 29 Oct 2016 03:34
URI: http://repository.sb.ipb.ac.id/id/eprint/2677

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