POSITIONING INDONESIAN DOMESTIC AIRLINES USING MULTIDIMENSIONAL SCALING AND CORRESPONDENCE ANALYSIS

• Main Author: Dwi Laksono, Aditio
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53991
• Institution: Institut Teknologi Bandung

Domestic airlines face enormous business and operational challenges today. This situation also applies to the Indonesian flag carrier, Garuda Indonesia. Garuda Indonesia has financial and operational problems, which are quite significant, especially amidst the Covid-19 pandemic. Garuda Indonesia is one of the airlines which capabilities are excellent service and security. However, Garuda Indonesia has not yet used the maximized implemented security aspect as a selling point to increase its market share and revenue. The research question will focus on how Garuda Indonesia's positioning, among other regular domestic airlines in Indonesia, in terms of service and security. This project's problem is how the security aspect will positively impact the Garuda Indonesia brand in the future. This research will discuss how the position of domestic airline passengers in various domestic airlines. This study applies a Correspondence and Multidimensional Analysis approach to produce a perception map depicting domestic airlines' relative position. This study's research sample includes the perception of Service & Safety Attributes of respondents who have had a flying experience. The research will be conducted using an open questionnaire that distributed online. This research is also descriptive or often called survey research. The result of this research is that Garuda Indonesia has dominantly met passengers' expectations for good service. It can be seen from the competition point of view of Service Quality Attribute. When calculated with Multidimensional Scaling or Correspondence Analysis, Garuda Indonesia is powerful as an airline that meets the public's expectations and perceptions from the service side. Calculation of MDS and CA also found similar results of the research in Security Quality Attributes. Garuda Indonesia has a good perception of passenger security because it is considered as airline that best meets security standards both pre-, in and post-flight. Apart from the fact that security is a mandatory aspect, security is also dynamic and has a very high selling power influencing passengers in choosing an airline. Especially in the era of the Covid-19 pandemic, the security aspect precisely becomes an essential aspect for the business world, companies, and society.