Abstract
As demand for premium private transportation grows, fuelled by rising purchasing power and a preference for luxury, transportation companies are increasingly offering high-end services. This study focuses on the luxury tourism bus Omah Sultan by Juragan 99 Trans in Malang, East Java, Indonesia, and explores its market resilience. Conducted over a year, the research uses qualitative methods, including observations, interviews with three managers, and feedback from 112 users. The study examines key aspects such as service quality, facilities, safety, innovation, pricing, brand image, and uniqueness. Results indicate that users appreciate the luxurious amenities, advanced technology (including a unique self-cleaning toilet), and the high level of safety and comfort provided. The bus's competitive pricing and strong brand reputation also contribute to its popularity. Since its launch in July 2021, the rental price has increased from 9 million to 14 million rupiah per day by May 2024, yet demand remains robust, with 42 out of 112 respondents being repeat customers. This research underscores the importance of continuous innovation and high-quality service in maintaining a competitive edge in the luxury transportation market.
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