COMPARATIVE STUDY OF CONSUMER PREFERENCES BETWEEN GARUDA AIRLINES AND BATIK AIR
Abstract: For the full service
airlines in Manado are serve by two airlines, which is Garuda and Batik Air. The Research results are expected
to be use as a reference for future research primarily on how the comparison
between the airlines with full services to become a consumer choice in air
transportation. There are 130 respondents from passengers who have experience
flight with Garuda Airline and Batik Air. By using Independent Sample t Test
the result shows that there is significant difference on Consumer Preference
measured by Service Quality, Luggage Capacity, Price and Comfort, meanwhile
there is no significant difference on Consumer Preference measured by Ease of
Online Booking. For Garuda Airlines and Batik Air as full service airlines
should pay attention all of the customer preferences and must continue to keep
evaluating and maintaining each aspect. Batik Air should keep improving and
developing more because they lack behind Garuda Airlines in points of Service
Quality, Luggage Capacity, Price and Comfort. For Garuda Airlines, they should
maintain the advantage that they have ahead from Batik Air such as Service
Quality and Comfort.
Keywords: Consumer
Preferences, Airlines
PenulisL Silvia Liempepas,
Willem J.F.A Tumbuan, Farlane S Rumokoy
Kode Jurnal: jpmanajemendd170794
