PERCEPTUAL MAPPING WITH MULTI ATTRIBUTES OF AIRPORT TRANSPORTATION SERVICE IN BANDUNG
FINAL PROJECT
By Feblya Anggayesti Handayani 19004111
Undergraduate Program School of Business and Management Institut Teknologi Bandung
VALIDATION PAGE
PERCEPTUAL MAPPING WITH MULTI ATTRIBUTES OF AIRPORT TRANSPORTATION SERVICE IN BANDUNG
FINAL PROJECT
By: Feblya Anggayesti Handayani ID No: 19004111
Undergraduate Program School of Business and Management Institut Teknologi Bandung
Validated By
Dr. Reza Ashari Nasution, ST
ABSTRACT Transportation service business to the airport is expanding in Bandung, this matter is shown by the number of players who played in the field. The growth of this business is started by the opening of Cipularang free way and low fare airlines. There are two players who join the race, the first is travel agency with its cars/mini busses, second is auto bus vehicle. There are six travels that are big enough to play in this market, including Cipaganti Travel, Buah Batu Travel, Trijaya Travel, Budi Jaya travel, X-Trans travel, Revin travel, and one auto bus company Primajasa. Most of the market players believe that consumer choice is affected by price factor and departure system. But if we see further, not only those factors that are the reason why an airport travel is chosen. According to the thesis written by Prasojo (2007) there are other factors such as service, vehicle facility, employees, ticket reservation and assurance that can build a travel’s image. This research is aimed to discover consumer perception towards the players in the airport transportation service, according to the whole attributes, such as service, vehicle facility, employees, ticket reservation and assurance. The consumer’s perception will be shown through positioning map based on multi attribute. This map can be used as analytical tools and evaluation for the players, Because it shows us positioning of market players inside consumer’s mind according to the key attribute, which player is closest to who and their competitor and other players in the market with their step ahead attributes. The step of positioning form from Walker et al. (2003), is used for problems solution and in its process we use Multidimensional Scaling Method or MSD. The outcome will show us the perceptual mapping, positioning analysis, and preferred area which describes consumer’s perception towards market players. According to this research analysis, we can see perceptual mapping which show us 3 preferences area. Every area have different characteristic based on the attributes. Area 1 have strong characteristic in service excellent aspect such as service, employee, and ticket reservation and consisting by Primajasa, Buah Batu, Revin, and Xtrans. This area is the most crowded area compare to the other. It means, in this area the level of competition is high. Area 2 have strong characteristic in warranty excellent aspect by assurance attributes and Cipaganti as only player who living in this area. The last area is area 3 that have strong characteristic in operation excellent such as vehicle facilities and departure system and consisting by Trijaya, Budi Jaya. This last area has a far distance to the other area.
Keywords: Positioning; Perceptual Mapping; Airport Transportation service in Bandung; MDS.
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ABSTRAK
Bisnis Jasa transportasi menuju airport sangat berkembang di Bandung, hal ini di tunjukan dengan banyaknya pemain yang bermain di pasar ini. Maraknya bisnis ini berawal dari pengoprasian tol Cipularag dan low fare airlines. Ada 2 jenis pemain yang bermain, yang pertama adalah perusahaan travel dengan armada mobil/mini bus, yang kedua adalah perusahaan oto bus. Ada 6 perusahaan travel yang cukup besar bermain di pasar ini seperti, Cipaganti Travel, Buah Batu Travel, Trijaya Travel, Budi Jaya travel, X-Trans travel, Revin travel, dan satu perusahaan oto bus Primajasa. Sebagian besar pemain pasar berpendapat bahwa pilihan konsumen ditentukan oleh faktor harga dan system keberangkatan. Namun bila dilihat lebih lanjut bukan hanya faktor tersebut yang merupakan alasan mengapa suatu jasa airport travel digunakan. Berdasarkan tesis yang di tulis Prasojo (2007), ada faktor lainnya seperti pelayaan, fasilitas kendaraan, karyawan, reservasi tiket, dan Jaminan yang dapat membentuk citra suatu airport travel. Penelitian ini ditujukan untuk mengetahui persepsi konsumen terhadap para pemain dalan jasa transportasi menuju airport berdasarkan seluruh atribut seperti system keberangkatan, pelayaan, fasilitas kendaraan, karyawan, reservasi tiket, dan Jaminan. Persepsi konsumen akan terlihat melalui peta positioning yang berbasis multi atribut. Peta ini dapat digunakan sebagi alat analisa dan evaluasi bagi para pemain. Karena peta ini menunjukan kedudukan para pemain dibenak konsumen berdasar pada atribut apa saja yang menjadi keunggulan, pemain terdekat yang menjadi competitor, dan memperlihatkan pemain lain yang ada dipasar dengan atribut keunggulan yang mereka miliki. Step pembentukan positioning Walker et al. (2003), digunakan sebagai framework pemecahan masalah dan dalam pengolahannya di gunakan Metoda Multidimensional Scalling atau MDS. Dari step tersebut akan dihasilkan sebuah perceptual mapping, analisa positioning, dan area preferensi yang mendeskripsikan perepsi konsumen terhadap para pemain. Berdasarkan hasil penelitian, maka di dapat perceptual mapping yang menunjukan 3 persebaran area. Setiap area merepresentasikan perbedaan dalam karakteristik pemain berdasarkan atributnya. Area 1 memiliki karakter yang kuat dalam aspek service seperti, pelayanan, karyawan, reservasi tiket, dan ditempati oleh Buah Batu, Revin, dan Xtrans. Area 1 adalah area yang paling padat ditempati oleh para pemain. Itu artinya level persingan yang ada pada area ini cukup tinggi. Area 2 memiliki aspek keaman yang kuat, melalui atributes jaminan, dan Cipaganti sebagai satusatunya pemain yang menempati area ini. Area yang terakhir adalah area 3 yang memiliki karakter yang kuat dalam aspek operasional seperti, fasilitas kendaraan, sistem keberangkatan, dan dan ditempati oleh Trijaya, Budijaya. Area ini merupakan area yang memiliki jarak terjauh terhadap area lainnya. Kata Kunci: Teori Posisi; Peta persepsi; Jasa Transportasi menuju Airport di Bandung; MDS.
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FOREWORD There are many persons and organizations to which I owe special thanks for their invaluable contributions to the empirical data collection. Most notable my godly Lord Allah SWT that without His great power and His will to enlighten me in accomplishing this final project to fulfill the author requirement on achieving her Bachelor Degree in Management from the School of Business and Management-Bandung Institute of Technology. My Big Family, Papa-Hendra Sukmana, Mama-Mariani, Widya A.H, Tri Wahyudi S.W, Iqbal Ramadhan S.P, Rizki Amanda P, Sofwan H, and Saquila Anastasha that without their dedication, inspiration and support, the author will not achieve her succes. My Soul Mate: Donny Etsamihardja, Nurul Hasanah, Prabu Kusumo Prakoso, Pratiwi Rachmadi, and Siti Rubi Aliya Rajasa who always give author comfortable area of the true friendship.
Mbak Yayah, A Ucis, SBM Administration, Primajasa
Managemet, Revin Management, Buah Batu Management, Mbak YuliTrijaya, Mbak Astuti-Budijaya, Mbak Retbo-SPSS who helped me through statistic program, who supported and made this final project possible and provided me with useful insight into the project.
Many others have been involved in this process and all have contributed in one way or the other to the final result of this project for which the author is very grateful. The author would also like to thank her supervisor at Bandung Institute of Technology, Dr. Reza Ashari Nasution, ST for his relevant comment to the project and continuous encouragement.
Feblya Anggayesty Handayani Bandung, August 2007
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LIST OF APPENDIXES
APPENDIX A : SPSS & MDS OUTPUT APPENDIX B : AIRPORT TRNSPORTATION SUBSTITUTE ALTERNATIVE APPENDIX C : PREFERENCE AND SIMILARITY APPENDIX D : DISTANCE
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LIST OF FIGURES Figure 1.1
Research Workflow ….…………………………………….
4
Figure 2.1.
STP Process ………..……………………………………….
7
Figure 2.2.
Positioning Step ..…………………………………………...
10
Figure 2.3.
Perceptual Mapping .………………………………………..
13
Figure 2.4
Preferred Area Mapping ……………………………………
14
Figure 2.5
Multivariate Technique ...…………………………………..
17
Figure 3.1
Research Steps………………………………………………
19
Figure 4.1
Product Market Structure for Travel Sector ..….……….…..
26
Figure 4.2
Multi Attributes Perceptual Mapping of Airport Transport ..
37
Figure 4.3
Cartecius Diagram ………………………………………….
50
Figure 4.4
Ticket Reservation..…………………………………………
51
Figure 4.5
Vehicle Facility …………………………………………….
52
Figure 4.6
Employee …………………………………………………...
53
Figure 4.7
Service ……………………...………………………………
53
Figure 4.8
Assurance ……...……………………………………….......
54
Figure 4.9
Departure System ……..…………………….……………...
55
Figure 4.10
Primajasa Ticket Reservation ....……..……………………..
56
Figure 4.11
Primajasa Vehicle Facility ……………….……..……….....
56
Figure 4.12.
Primajasa Employee ……………………….………….........
57
Figure 4.13
Primajasa Service ………………………..…………………
57
Figure 4.14
Primajasa Assurance ……………………………………….. 58
Figure 4.15
Primajasa Departure System …………….…….…………… 58
Figure 4.16
Cipaganti Ticket Reservation ...…………………....……….
59
Figure 4.17
Cipaganti Vehicle Facility ….……………............................
59
Figure 4.18
Cipaganti Employee ……………………….………….........
60
Figure 4.19
Cipaganti Service …………………………………………... 60
Figure 4.20
Cipaganti Assurance ……….……………………………….
61
Figure 4.21
Cipaganti Departure System …………….…….……………
61
Figure 4.22
Xtrans Ticket Reservation ........…………………....……….
62
Figure 4.23
Xtrans Vehicle Facility ………….…….....………………...
62
Figure 4.24
Xtrans Employee ………………….……….……….............
63
Figure 4.25
Xtrans Service ……………………………………………...
63
Figure 4.26
Xtrans Assurance ……….…………………………………..
63
Figure 4.27
Xtrans Departure System …………………….…………….. 64
Figure 4.28
Buah Batu Ticket Reservation ..............…………………….
64
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Figure 4.29
Buah Batu Vehicle Facility ……………...…….……..……
65
Figure 4.30
Buah Batu Employee …………………….…...……………
65
Figure 4.31
Buah Batu Service ……………………..…………………..
66
Figure 4.32
Buah Batu Assurance ………………………………………
66
Figure 4.33
Buah Batu Departure System………………….……………
66
Figure 4.34
Tijaya Ticket Reservation ...………………………………..
67
Figure 4.35
Trijaya Vehicle Facility ….…………….…………...............
67
Figure 4.36
Trijaya Employee ……………………….………….............
68
Figure 4.37
Trijaya Service ……………………………………………..
68
Figure 4.38
Trijaya Assurance ……….………………………………….
68
Figure 4.39
Trijaya Departure System ……………………….………….
69
Figure 4.40
Revin Ticket Reservation ...…………………....…………...
69
Figure 4.41
Revin Vehicle Facility ………………...…….……..………
70
Figure 4.42
Revin Employee ……………………….…...………………
70
Figure 4.43
Revin Service ………………………..……………………... 70
Figure 4.44
Revin Assurance ……………………………………………
71
Figure 4.45
Revin Departure System …………….……………………...
71
Figure 4.46
Budi Jaya Ticket Reservation……………………………….
72
Figure 4.47
Budi Jaya Vehicle Facility….………………………............. 72
Figure 4.48
Budi Jaya Employee…………………….…………..............
73
Figure 4.49
Budi Jaya Service ..…………………………………….…...
73
Figure 4.50
Budi Jaya Assurance………………………………….…….. 73
Figure 4.51
Budi Jaya Departure System…...…………….…….……….
74
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LIST OF TABLES
Tabel 1.1
The Fit between Research Methods and Research Questions.……….
4
Table 3.1
Sampling Distribution ………...……...……….……………………...
21
Table 3.2
Consumer Behaviour Variable …………………….…..……...……..
23
Table 3.3
Characteristics of Consumer’s Demographic and Behaviour ...……..
23
Table 4.1
Respondent’s Sex ……………………………………………….……
32
Table 4.2
Respondent’s Age …………………..…………………….………….
32
Table 4.3
Respondent’s Allocation ……………….…………………….………
33
Table 4.4
Respondent’s Last Education ………………………………………...
33
Table 4.5
Respondent’s Job ……………….…….……………………………… 34
Table 4.6
Respondent’s Expenses Per Month ………..…………………….…...
34
Table 4.7
Frequency in Using Airport Transportation Service.……..…………..
35
Table 5.1
Primajasa Strength and Weakness Comparison ……………………...
77
Table 5.2
Cipaganti Strength and Weakness Comparison ……………………...
78
Table 5.3
Xtrans Strength and Weakness Comparison …………………………
78
Table 5.4
Buah Batu Strength and Weakness Comparison ……………………..
79
Table 5.5
Revin Strength and Weakness Comparison ……………………….....
80
Table 5.6
Trijaya Strength and Weakness Comparison ………………………...
81
Table 5.7
Budijaya Strength and Weakness Comparison ………………………
82
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