POSITIONING GARUDA INDONESIA BERDASARKAN PERSEPSI PENUMPANG RUTE PENERBANGAN SURABAYA - JAKARTA

Andrys Daud

Sari

The  positioning research  is  important  doing  by  marketer while  competition increases  sharply  in  the  industries.    This  research  purposes  to  know  the position of six airlines in the Surabaya-Jakarta flights in perceptual map. Garuda Indonesia and Batik Air has position as priority airline for full service carrier and the others (Air Asia, Citilink, Lion Air and Sriwijaya Air) for low cost carrier.

 

This research shows that Garuda Indonesia tends had position relatively close from ideal brand position in the perceptual map.


Keywords: Airlines competition, positioning,, ideal brand

Teks Lengkap:

PDF

Referensi

Baker, Michael J, 2005, Marketing Theory: A Student Text, Thomson Learning, London

Best,Roger J,2005, Market-Based Management:Strategies for Growing Customer Value and Profitability, Fourth Edition, Prentice Hall Inc., New Jersey

David, Fred R, 2005, Strategic Management: Concepts and Cases, Tenth Edition, Prentice Hall Inc., New Jersey

Hair-Black-Babin-Anderson-Tatham, 2006, Multivariate Data Analysis, Sixth Edition, Prentice Hall Inc., New Jersey

Keller, Kevin L, 2003, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Second Edition, Prentice Hall Inc., New Jersey

Kim, Samuel S. & Guou, Y. & et al., Preference and Positioning Analyses of Overseas Destinations by Mainland ChineseOutbound Pleasure Tourists, Jounal of Travel Research, Vol. 44, November 2005, 212-220

Kotler, Philip, 2005, Manajemen Pemasaran, Jilid 1, Edisi Kesebelas, terjemahan, PT. Indeks, Jakarta

Kotler, Philip, 2005, Manajemen Pemasaran, Jilid 2, Edisi Kesebelas, terjemahan, PT. Indeks, Jakarta

Kotler, Philip & Armstrong,Gary, 2004, Prinsip-Prinsip Pemasaran, Jilid 2, Edisi Kesembilan, terjemahan, PT. Indeks, Jakarta

Kotler,Philip&Kartajaya,Hermawan, et al.,2003,Rethinking Marketing:Sustainable Market-ing Enterprise in Asia : Text and Cases, Prentice Hall, Singapore

Kotler, Phillip & Keller, Kevin L, 2006, Marketing Management 12e, International Edition, Prentice Hall Inc., New Jersey

Malhotra, Naresh K, 2005, Marketing Research: An Applied Orientation, Fifth Edition, Prentice Hall Inc., New Jersey

Mazanec, J. A., Simultaneous positioning and segmentation analysis with topologically ordered feature maps: a tour operator example, Journal of Retailing and Consumer Services 6 (1999) 219-235

Nazrisal, Distric Manager Garuda Indonesia Surabaya, Jawa Pos 22 Mei 2007

Niculescu, Mihai, Strategic positioning in Romanian higher education, Journal of Organizational Change Management Vol.19 No. 6, 2006, pp. 725-737

Porter,Michael E,1994,Keunggulan Bersaing:Menciptakan dan Mempertahankan Kinerja Unggul, terjemahan, Binarupa Aksara, Jakarta

Rangkuti, Freddy, 2007, Riset Pemasaran, Cetakan Kedelapan, PT Gramedia Pustaka Utama, Jakarta

Santoso, Singgih & Tjiptono, Fandy, 2001, Riset Pemasaran: Konsep dan Aplikasi dengan SPSS, PT. Elexmedia Komputindo, Jakarta

Schiffman, Leon G & Kanuk, Leslie L, 2007, Consumer Behaviour, Ninth Edition, Prentice Hall Inc., New Jersey

Skytrax, World’s Best Airline: Airline of the Year - 2007, The World Airline of

Tjokrowasito, Mardiharto, 2003, Kebijakan Persaingan Pada Industri Jasa Penerbangan Dilihat Dari Perspektif Perlindungan Konsumen, www.bappenas.go.id., diakses 30April 2007

Trout, Jack, 2004, Trout on Strategy: Menguasai Benak Konsumen, Menaklukkan Pasar, terjemahan, PT. Buana Ilmu Populer, Jakarta

Refbacks

  • Saat ini tidak ada refbacks.