ANALYSIS OF PRICING STRATEGY PT. CITILINK INDONESIA
Irham Khofia (1*) Prof. Dr. Hj. Ratih Hurriyati, M.P (2) Dr. Heny Hendrayati, MM (3)

Universitas Pendidikan Indonesia

Abstract

ABSTRACT: PT Citilink Indonesia, which is a subsidiary of PT Garuda Indonesia, is prepared to compete with other airlines in the low-cost carrier class. The purpose of this study is to analyze the pricing strategy carried out by PT Citilink Indonesia in an effort to improve the competitiveness of airlines in Indonesia and the effect of pricing on consumers of PT Citilink Indonesia. The method used is qualitative with the type of descriptive research. This study uses documentation, observation, and questionnaire techniques. The results of the study show that during 2019, the results showed that during 2019, PT Citilink Indonesia^s operating income increased by 21.7% from USD 719,830,256 in 2018 to USD 875,707,089 in 2019 and became an airline trusted by the public. Until the end of 2018, PT Citilink Indonesia carried up to 15 million passengers, an increase of 20.4% compared to 2017 of 12.5 million passengers. This success is also reflected in the increase in Citilink^s market share reaching 14.3% in 2018. The results of the study concluded that the application of PT Citilink Indonesia^s prices was quite effective, with the results of the passenger perception questionnaire being satisfactory.

Keywords: Pricing Strategy, Setting Price, Revenue Management

Topic: Strategic Management, Entrepreneurship and Contemporary Issues