FORMULATION OF DISTRIBUTION CHANNEL STRATEGY TO INCREASE GARUDA INDONESIA AIRLINE SEAT SALES

Mustikasari Mustikasari, Didit Anthony, Amelia Shabirah, Nida Shakirah

Abstract


Garuda Indonesia is a leading airline in Indonesia known for its premium image and higher ticket prices, which are justified by the quality of its services. This research explores the optimal sales strategy for Garuda Indonesia, using qualitative research through interviews and questionnaires with senior management and employees, as well as using analysis such as SWOT/TOWS matrix, IE matrix, EFE and IFE matrix, SWOT Quadrant matrix. The analysis results show that Garuda's strength lies in its strong reputation and industry experience, which fosters customer loyalty. However, its image as an expensive and exclusive airline and limited human resources are major weaknesses. A key opportunity for Garuda Indonesia is achieving five-star airline status, while intensifying competition poses a significant threat. Therefore, the recommended strategy is to expand international and domestic routes, innovate in terms of passenger experience, expand flight network, increase aircraft fleet, and capture more market share

Keywords


Distribution Strategy, Seat Sales, Garuda Indonesia Airlines, Strategy, Marketing

Full Text:

PDF

References


Agustika, F., Siregar, S., Obara, D., & Paramarta, V. (2023). Telaah Teknologi Informasi Dan Sistem Informasi Dalam Organisasi Dengan Lingkungan. Jurnal Bisnis Kolega, 9(1), 2433. https://doi.org/10.57249/jbk.v9i1.104

Ainun N, F., Sari, M. I., & Winahyu, P. (2022). Pengaruh Bauran Pemasaran Terhadap Keputusan Dalam Memilih Produk (Studi Kasus pada

Customer Baru MyDevTeam). Growth, 20(1), 147. https://doi.org/10.36841/growth- journal.v20i1.1991

Alif Wicaksana, D., Ricardianto, P., Harahap, V. N., & Wardhana, A. (2020). Strategi Formulation to Enhance the Seat Load Factor of Flight at PT Garuda Indonesia on the Route of Surabaya-Lombok. Jurnal Perhubungan Udara, 8(2), 7183.

Anak Perusahaan. Maskapai Garuda Indonesia. Retrieved August 7, 2024, from https://www.garuda-indonesia.com/id/id/corporate-partners/business- subsidiaries/subdiaries

Asus. (2021). Bisnis Jasa. 1, 1010. http://eprints.kwikkiangie.ac.id/1734/3/BAB II KAJIAN PUSTAKA.pdf

David, F. R., & David, F. R. (2015). Strategic Management: Concepts and Cases: a Competitive Advantage Approach (15th ed.). Pearson.

Handoko, T. H. (2018). Manajemen (2nd ed., Vol. 30). BPFE-Yogyakarta.

Kasiyan. (2015, February). Kesalahan Implementasi Teknik Triangulasi Pada Uji Validitas Data Skripsi Mahasiswa Jurusan Pendidikan Seni Rupa FBS UNY. IMAJI, 13(1), 1-13.

maskapai Garuda Indonesia. maskapai Garuda Indonesia. Retrieved August 5, 2024, from https://www.garuda-indonesia.com/id/id/garuda-indonesia-experience/service- concept/index

maskapai Garuda Indonesia. maskapai Garuda Indonesia. Retrieved August 7, 2024, from https://www.garuda-indonesia.com/id/id/garuda-indonesia-experience/service- concept/index

M, Steven, 2005. (2005). Pengertian Transportasi. NASPA Journal, 42(4), 1.

M. Setiawan. (2023). Marketing Mix 2.1.1 Pengertian Marketing Mix. Universitas Atma Jaya Yogyakarta, 728.

MITRA PERUSAHAAN. maskapai Garuda Indonesia. Retrieved August 5, 2024, from https://www.garuda-indonesia.com/id/id/corporate-partners/index

Nasution, A. H., Tjahjono, B., & Soewardjono, D. (2020). Manajemen Strategi (L. Zafriana & M. A. Daniswara (eds.); 1st ed.). PT. ITS Tekno Sains.

Pribadi, S., Setyawati, A., & Muldiansyah, M. I. (2022, June Wednesday). Pengaruh Kualitas Layanan Dan Harga terhadap Kepuasan Pelanggan JNE Pusat di Tomang Jakarta Barat. Jurnal Manajemen Bisnis Transportasi dan Logistik, 8, 76-84.

Novi Angga. (2023). Manajemen Pemasaran.

Rianto, B., & Dozan, W. (2020). Dasar-Dasar Pengantar Teknologi Informasi. In CV. Multimedia Edukasi. www.multidukasi.co.id

Rusdiana, H.A. (2014). Manajemen Operasi (1st ed.). CV Pustaka Setia. Samson, D., & Daft, R. L. (2014). Management. Cengage Learning.

Setiawati, R., Fachrial, P., & Widia, R. (2020). Formulasi Strategi Peningkatan Penjualan Cargo Service Center PT Citilink Indonesia di Jakarta. Jurnal Manajemen, 11(1), 35. https://doi.org/10.32832/jm-uika.v11i1.2925

Siregar, E. (2021). Pengantar Manajemen dan Bisnis. Widina Bhakti Persada. http://repository.uki.ac.id/7771/1/BukuPengantarManajemendanBisnis.pdf

Utomo. (2021). ManajemenTransportasiUdara. In Transportasi.




DOI: https://doi.org/10.25292/atlr.v7i0.661

Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 Advances in Transportation and Logistics Research

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Advances in Transportation and Logistics Research

ISSN: 2622-5778 (online)
Published by: Institut Transportasi dan Logistik Trisakti, Jakarta - Indonesia

ATLR by http://proceedings.itltrisakti.ac.id/index.php/ATLR is licensed under a Creative Commons Attribution 4.0 International License.