#TITLE_ALTERNATIVE#

• Main Author: Anggayesti Handayani (NIM 19004111), Feblya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/6099
• Institution: Institut Teknologi Bandung

ABSTRACT: <br /> <br /> <br /> <br /> Transportation service business to the airport is expanding in Bandung, this matter is shown by the number of players who played in the field. The growth of this business is started by the opening of Cipularang free way and low fare airlines. There are two players who join the race, the first is travel agency with its cars/mini busses, second is auto bus vehicle. There are six travels that are big enough to play in this market, including Cipaganti Travel, Buah Batu Travel, Trijaya Travel, Budi Jaya travel, X-Trans travel, Revin travel, and one auto bus company Primajasa. Most of the market players believe that consumer choice is affected by price factor and departure system. But if we see further, not only those factors that are the reason why an airport travel is chosen. According to the thesis written by Prasojo (2007) there are other factors such as service, vehicle facility, employees, ticket reservation and assurance that can build a travels image. <br /> <br /> <br /> <br /> This research is aimed to discover consumer perception towards the players in the airport transportation service, according to the whole attributes, such as service, vehicle facility, employees, ticket reservation and assurance. The consumers perception will be shown through positioning map based on multi attribute. This map can be used as analytical tools and evaluation for the players, Because it shows us positioning of market players inside consumers mind according to the key attribute, which player is closest to who and their competitor and other players in the market with their step ahead attributes. <br /> <br /> <br /> <br /> The step of positioning form from Walker et al. (2003), is used for problems solution and in its process we use Multidimensional Scaling Method or MSD. The outcome will show us the perceptual mapping, positioning analysis, and preferred area which describes consumers perception towards market players. <br /> <br /> <br /> <br /> According to this research analysis, we can see perceptual mapping which show us 3 preferences area. Every area have different characteristic based on the attributes. Area 1 have strong characteristic in service excellent aspect such as service, employee, and ticket reservation and consisting by Primajasa, Buah Batu, Revin, and Xtrans. This area is the most crowded area compare to the other. It means, in this area the level of competition is high. Area 2 have strong characteristic in warranty excellent aspect by assurance attributes and Cipaganti as only player who living in this area. The last area is area 3 that have strong characteristic in operation excellent such as vehicle facilities and departure system and consisting by Trijaya, Budi Jaya. This last area has a far distance to the other area.