Nio, Andrew and Hidayat, Nila K. (2017) The Analysis Of Commerce Capability Strategy Towards Airline Competitive Advantage: A Case Study Of PT. GARUDA INDONESIA (PERSERO) TBK. Bachelor thesis, Swiss German University.

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Abstract

As the Indonesian airline industry is growing, Garuda Indonesia is facing a commerce challenge to compete with the major competitors. Therefore, it is necessary to study the current issue regarding the capabilities of airline commerce. This research aims to study the impact of commerce capability towards Garuda’s competitive advantage. A linear regression model was used in this research for quantitative method in order to identify the relationship between the commerce capability and airline competitive advantage of Garuda Indonesia. Triangulation was used in this research to strengthen quantitative data based on in-depth interview for qualitative method. It was revealed that there is significant relationship between commerce capability towards airline competitive advantage of Garuda Indonesia. In addition, it is also revealed that ticket sales offline have the highest influence compared to other indicators towards commerce capability. It is recommended for Garuda Indonesia to evaluate their commerce capability strategy for Garuda Indonesia, as well as maintain their service quality. Further research should examine the service quality and group synergy towards airline competitive advantage.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Commerce Capability; Airline Competitive Advantage; Airline; Garuda Indonesia
Subjects:	H Social Sciences > HE Transportation and Communications H Social Sciences > HF Commerce
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Astuti Kusumaningrum
Date Deposited:	09 May 2020 06:23
Last Modified:	09 May 2020 06:23
URI:	http://repository.sgu.ac.id/id/eprint/145

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