ANALYSIS OF NEW CUSTOMER REQUIREMENT DUE TO PANDEMIC COVID 19 ON AIRLINE SYSTEM TO IMPROVE PT GUNAJAYA MARKETING STRATEGY

• Main Author: Ophelia Dailami, Poppy
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53247
• Institution: Institut Teknologi Bandung

PT Gunajaya is one of the Information Technology providers that focuses on the air transportation industry. Every year PT Gunajaya is targeted to increase its sales therefore, customer behavior in decision making analysis is needed so that a set of strategies can be defined in order to increase the sales. In this study, it will be discussed more deeply about what matters are the concerns and criteria of consumer in making their decisions for the purchase of information technology services provided by PT Gunajaya. With this analysis of consumer behavior, it is expected to provide input as well as what solutions need to be done to improve services and increase sales of PT Gunajaya. Since the beginning of the year 2020 and until the writing of this final project, throughout the world experienced the Covid-19 Pandemic which greatly affected especially the world of aviation. This research will also touch on how to deal with sales challenges in the Pandemic era. The research is based on root cause analysis with internal and external analysis to find out the factors that influence the sales performance of PT Gunajaya. The first step taken is external and internal analysis to get the main problems. After finding the causes of these problems, alternative solutions are then determined to be analyzed using decision analysis to determine which alternatives will be implemented. The last analysis used is a potential problem analysis to determine the potential problems that will occur in the future and the precautions that must be taken from now on.