ANALISIS KUALITAS PELAYANAN MASKAPAI PENERBANGAN YANG MENERAPKAN STRATEGI LCC DENGAN METODE ANALYTIC HIERARCHY PROCESS (STUDI KASUS: LION AIR, AIR ASIA DAN CITILINK)

Abstract

Which is the purpose of this study was to analyze, (1) attributes the quality of service is a priority for airline passengers LCC strategy, (2) dimensions of service quality is a priority for airline passengers LCC strategy, (3) LCC airline is a priority every dimension of quality of service, (4) LCC airline apply the best quality service. The research was conducted in the city of Padang, and the population in this study were passengers who had used three airlines that implement strategies LCC (Lion Air, Air Asia and Citilink). Samples were taken using Cochran formula, with a total sample of 150 people. Data collection techniques used were questionnaires and interviews. Indicators of Quality of Service based on the five dimensions of service quality that physical evidence (tangibles), reliability, assurance, responsiveness, empathy. Processing and data analysis techniques used in this study is the method of Analytic Hierarchy Process. The results of this study show that, (1) attribute is a priority in the tangible dimension is the comfort and cleanliness of the seat, the reliability dimension is the safety of passengers, the assurance dimension is the passengers feel safe during use aviation service, the dimensions of responsiveness are employees providing services fast and comfortable, and the last on dimensions of empathy is the employees ready to respond to the demand of passengers. (2) the dimensions of which are priorities for passengers is reliability. (3) assessment of service quality dimensions on airlines' strategy LCC, CITILINK put in prime position on all dimensions of quality service. (4) airlines that implement the best quality service Citilink, the second priority is, then that becomes the last priority is Lion Air.

Keywords : Service Quality, Airline LCC Strategy, Analytic Hierarchy Process.