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All Journal BALANCE: Economic, Business, Management and Accounting Journal
Andrys Daud
STIE “Urip Sumoharjo” Surabaya
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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POSITIONING GARUDA INDONESIA BERDASARKAN PERSEPSI PENUMPANG RUTE PENERBANGAN SURABAYA - JAKARTA Andrys Daud
BALANCE: Economic, Business, Management and Accounting Journal Vol 11 No 02 (2014)
Publisher : UMSurabaya Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30651/blc.v11i02.627

Abstract

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
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