Strategic Formulation to Improve the Ticket Sales (Study Case at P.T. Citilink Indonesia, HLP – YIA Routes)

Marthaleina Ruminda, Shakinah S. Manoppo, Tito Warsito, Novembriani Irenita, Yolla Ayutia


PT. Citilink Indonesia is a low cost carrier (LCC) airline owned by BUMN that has a new flight route - Halim Perdanakusuma (HLP) - Yogyakarta International Airport (YIA). The problem discussed in this study is the strategy implemented by PT. Citilink Indonesia to increase the ticket sales on that route. The data in this study were gathered from field research, interviews, observation and questionnaires. The result of the study shows that based on the IE Matrix, the company is in cell II position, which means growth and build. The SWOT Analysis using IFE and EFE tables shows that the position is in quadrant I in which the company uses market development strategies, market penetration, product development, forward integration, backward integration, horizontal integration and related diversification. Where as in the QSPM analysis, PT. Citilink Indonesia also applies alternative strategies that is a strategy to expand promotions on various social media to enhance the company's brand image.

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