Buyers’ characteristics are the characteristics of a consumer who is believed likely to affect consumer decision-making process in buying a good or service. This study aimed to see the impact of buyers’ characteristics on the selection of categories of Indonesian domestic airline service. Category Indonesian domestic airline services currently divided into three categories, namely full services, airline which has priority in services than price, medium services, airlines that provide a balance between price and service and no frills,
airlines which has priority in price than services . Buyers’ characteristics that will be examined in this study are ethnic consumers, the frequency of domestic flights consumers in the past year, age, income, and flight situation. Output is expected in this study was to determine the types of airline which Indonesian preferred the most and the influence of individual characteristics on a selection of categories of Indonesian domestic airline service.
The study involved 400 people who use the services of domestic airlines in Indonesia's
Soekarno-Hatta Airport and have a trip with domestic flights at least once in Indonesia.
Data collection began with distributing questionnaires to 400 people mentioned
above. The data processing is divided into three stages, namely the processing characteristics of buyers by using statistical software SPSS 17, the determination of the types of airline which Indonesian preferred the most, and the influence of buyers’ characteristics of domestic Indonesian airlines election by using statistical software SPSS 17 with MANOVA analysis.
The results showed that the category of domestic Indonesian airlines service that most preferred is a full services airline. Factors ethnic consumers, consumer flight frequency,
age, income, and consumer flight situation affects the selection of domestic airline service categories they will use. |