ANALISIS STRATEGI PEMASARAN PT CITILINK INDONESIA UNTUK MENINGKATKAN DAYA SAING

Authors

  • Haryantini Haryantini Universitas Pamulang

DOI:

https://doi.org/10.32493/jpkpk.v1i4.1548

Abstract

ABSTRAK

Dalam penelitian ini penulis mengambil fokus bagaimana efektivitas penerapan strategi pemasaran pada Perusahaan Penerbangan PT. Citilink Indonesia dalam upayanya meningkatkan daya saing disegmen pasar LCC. Metode yang digunakan adalah kualitatif dengan jenis penelitian deskriptif. Pengumpulan data dengan Teknik dokumentasi, observasi, dan wawancara. Sumber data berasal dari data primer melalui wawancara dengan karyawan Citilink, sedangkan data sekunder digali dari situs internet dan laporan terkait lainnya. Hasil penelitian yang penulis simpulkan bahwa penerapan Strategi pemasaran Citilink sudah cukup efektif, dengan hasil quisioner persepsi penumpang terhadap pelayanan citilink yang sudah cukup memadai atau memuaskan, dan juga perolehan penghargaan 4-Star Airline untuk kelas penerbangan LCC dari Skytrax yaitu lembaga pemeringkat penerbangan global independen asal inggris, pada  acara Singapore Airshow 2018 Changi Exhibition pada tanggal 8 Februari 2018. Penguasaan pangsa pasar Citilink (QG) sebesar 13,29% berada di urutan 3 setelah lion air dan Garuda Indonesia.

 

Kata Kunci : Strategi Pemasaran, Peingkatan Daya Saing, Low Cost Carrier (LCC)

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Published

2020-01-27

Issue

Vol. 1 No. 4 (2018): Jurnal Pemasaran Kompetitif

Section

Articles

License

Open Access

Jurnal Pemasaran Kompetitif  is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.

This journal provides immediate open access to its content that making research publish in this journal freely available to the public that supports a greater exchange of knowledge.

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