Setiawan, M. Rizky (2017) Upaya Pengembangan Konsep Value Proposition Guna Memenuhi Profil Pelanggan Pada Maskapai Low Cost Carrier (Studi Kasus Di PT. Indonesia Airasia). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilakukan mengingat pentingnya bagi setiap perusahaan untuk memahami profil pelanggannya dalam penyusunan dan pembentukkan value proposition yang sesuai untuk ditawarkan kepada pelanggan. Tujuan dari penelitian ini yakni untuk mengetahui bagaimana mekanisme serta proses yang dilakukan di PT. Indonesia AirAsia perihal penyesuaian value proposition PT. Indonesia AirAsia bisa membentuk suatu nilai yang memang sesuai dan cocok dengan profil pelanggannya. Penelitian ini merupakan penelitian deskriptif dengan pendekatan kualitatif. Penulis melakukan wawancara dengan marketing executive dan pelanggan PT. Indonesia AirAsia untuk mengetahui bagaimana aktivitas pembentukkan value proposition di AirAsia Indonesia sendiri. Hasil penelitian terkait profil pelanggan, ditemukan bahwa customer jobs yang menjadi mayoritas dirasakan pelanggan PT. Indonesia AirAsia adalah yakni ingin liburan dengan harga murah, dan membutuhkan penerbangan dengan biaya yang hemat. Selain itu, customer pains yang sering terjadi adalah delay, pelayanan kabin yang kurang menyenangkan, dan permasalahan bagasi. Sedangkan customer gains yang banyak telihat adalah perbanyak rute domestik Indonesia serta pemberian layanan makanan dan entertaintment gratis di dalam pesawat. Penawaran value proposition oleh PT. Indonesia dibagi atas tiga bagian yakni pain relievers, gain creator dan produk dan jasa yang ditawarkan. Pada produk dan jasa yang ditawarkan, penawaran utama PT. Indonesia AirAsia adalah penerbangan murah yang disertai dengan varian promo yang banyak, rute internasional menjadi mayoritas penawaran dan pilihan produk penerbangan yang banyak. Pain relievers yang dibentuk yakni penerapan low cost, penambahan rute internasional yang unik, kemudahan personalisasi penerbangan serta ground time yang cepat. Gain creators yang dibentuk AirAsia yakni penerbangan murah, branding yang kuat, situs pembelian yang mudah dan penerbangan yang menyenangkan. Kecocokan (fit) antara profil pelanggan dan value proposition dapat terlihat dengan kesanggupan PT. Indonesia AirAsia dengan value proposition yang dimiliki untuk memenuhi profil pelanggan seperti liburan dengan harga murah, mengatasi delay, permasalahan bagasi dan pelayanan kabin serta pemenuhan keinginan konsumen seperti adanya surprise onboard dan promo premium flatbed serta penulis melihat kecocokan (fit) telah sampai pada fase scalable business model pada PT. Indonesia AirAsia.
English Abstract
This research was conducted considering the importance for any company to understand the profile of their customers in the preparation and formation of appropriate value proposition to be offered to customers. The purpose of this study is finding out how the mechanisms and processes undertaken by PT. Indonesia AirAsia regarding the adjustment of value proposition PT. Indonesia AirAsia that can form a value that is appropriate and match with the profile of their customer. This research is a descriptive research with qualitative approach. The author interviewed the marketing executive and the customers of PT. Indonesia AirAsia to find out the how value proposition at AirAsia is formed. The results of the research that is related to the customer profile was found that the majority of customer jobs that is customer PT. Indonesia AirAsia feel is having a low-priced holiday, and need a flight with efficient cost. Other than that, customer pains that often occurs are flights delay, unpleasant cabin services, and baggage issues. Meanwhile, the customer gains that is mostly given are providing more domestic service, the provision of food services, and free in-flight entertaintment. Value proposition that are offered by PT. Indonesia is divided into three parts, namely pain relievers, gain creator and the products and services offered itself. On the products and services offered, the main offer of PT. Indonesia AirAsia is a low-cost flight with many of various promo and international routes become the majority offer and choice in many flight. Pain relievers that are formed are the application of low cost, the addition of a unique international route, ease of personalization flight, and fast ground time. Gain the creators that AirAsia formed are low cost, strong branding, uncomplicated purchase on website, and pleasant flight. A match between the customer profile and value proposition can be seen by the ability of PT. Indonesia AirAsia with their value proposition to fulfill the customer profiles such low-priced holiday, eliminating delay, baggage issues, and cabin services, also fulfilling the desire of the customer such as on-board surprise and premium flatbed. Author also sees a match has reached the phase of scalable business model at PT. Indonesia AirAsia
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2017/774/051708461 |
| Uncontrolled Keywords: | Value Proposition, profil pelanggan, maskapai low cost carrier. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Kustati |
| Date Deposited: | 08 Sep 2017 07:02 |
| Last Modified: | 08 Dec 2020 13:03 |
| URI: | http://repository.ub.ac.id/id/eprint/2268 |
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