Abstract
The competition of the low-cost airline is growing, the proposition of the services from the full-service airline and the low-cost airline determine the consumer choices toward the airline services. The research is exploring the service proposition for the low-cost airline service in Indonesia, which is the Citilink. Exploratory factor analysis conducted for the period 2018, there are 555 tweets extracted for further analysis from the @citilink communication channel. The results show that @Citilink delivering proposition toward the target market by delivering the hospitality and also the product promotion @Citilink. Keywords: @Citilink, Unstructured Dataset, Airline Attributes DOI : 10.7176/EJBM/11-34-08 Publication date: December 31 st 2019
Highlights
The findings show that there are several propositions delivered by @citilink. @citilink promoting a green zone, which is different from the regular zone that proposes to choose the seat and a food complement for the @citilink ticket
Finding shows @Citilink is delivering promotions related to the ticket price, a discount for the senior citizen and the children, and if the consumer wants to buy meals bundling with the ticket
@Citilink delivering information related to the availability of the route, which is related to the product proposition
Summary
Some research shows that these are the main attributes delivered by the low-cost carrier airplane to the target market. Research conducted by (Sihite & Nugroho, 2017) shows that the low-cost airline, which is Air Asia, delivers a vacation promotional package that offers the ticket of the airplane and the hotel. Air Asia delivers price promotions for the ticket to the target market.
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