Consumer behavior should be studied as a step for companies to know consumer interest in the product or service and can be used as basis in determining a good marketing strategy. One of the design of the marketing strategy of a service
company that is with the pricing and quality service. It is difficult to determine interest in consumer purchases, whether a low price with low quality service or high prices with high quality service. This confuses things happen on the air transport
industry. Many factors influence the consumer to choose one particular airline. Consumer purchase interest in choosing an airline can not be known with
certainty. Is a high quality of service, service quality and price of a balanced, or low price?
Consumers are faced with a choice of three categories of services that full service airlines (flight categories with high-quality service and high prices), medium service (quality of service and price is balanced), and no frills (category flights with
low-quality service and low prices). This study will determine consumer preferences for the three types of this category and will give the consumer characteristics based on the selection. In addition, the selection of consumers is influenced by factors of consumer behavior. To know the factors that influence consumer behavior in the selection of international flight service categories used one method of multivariate analysis of Multivariate Analysis of Variance (MANOVA).
In this study we got the result that consumers who prefer the quality of services amounted to 4.2%. For consumers who prefer the quality of services and a balanced price amounted to 49.9%. For consumers who prefer the price amounted to 45.9%.So it can be said that international aviation consumers prefer service quality and price balance. To test multivariate significance, the result that the main factor influencing the selection of international flight service category is the factor of nationality, age, and income per month. From the multivariate significance test is then forwarded with univariate significance testing. Univariate test results with the
dependent variable full service, the main factor influencing factor is nationality, sex, age, income per month, and aviation purposes. Univariate test results with the dependent variable service medium, the main factors that influence is a factor of citizenship and income per month. Univariate test results with the dependent variable no frills, the main factors that influence is a factor of citizenship, age, income per month, and aviation purposes. |