THE MARKETING MIX STRATEGY BASED ON CONSUMER BEHAVIOR ANALYSIS AT TAXI MAX CIPAGANTI IN SURABAYA

Rinawiyanti, Esti Dwi and Meitha, Rosita and MAYASARI, IRA (2013) THE MARKETING MIX STRATEGY BASED ON CONSUMER BEHAVIOR ANALYSIS AT TAXI MAX CIPAGANTI IN SURABAYA. Proceeding of 6th International Seminar on Industrial Engineering and Management (6th ISIEM), 6. pp. 39-46. ISSN 1978-774X

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Abstract

Nowadays transportation is a rapidly growing service industry in Indonesia. Taxi Max is Cipaganti new transport service division of PT Citra Graha. Taxi Max which has been operating in Bandung and Jakarta tried to enter Surabaya by relying on the superiority completeness facilities. In order to compete with other existing similar industries, Taxi Max 'Cipaganti need to pay attention to the characteristics of consumer behavior of taxi users, especially in the city of Surabaya. The results of sampling showed that the majority of taxi users are female (54%), aged 16-25 years (79%}, students (67%), and income s:Rp 1,500,000 (45%). Based on lifestyle, the majority of consumer users Taxi Max are The Socialite (29%) and The Affluent (21%). The results also showed that the excellence of Taxi Max with a high level of satisfaction lies in good taxi condition (3. 79), the comfortable atmosphere in a taxi with full facilities (3.96), the cleanliness in the taxi (3.87), comparable rates to the facilities provided (3. 56}, security service to destination (3. 79), hospitality of taxi driver (3.65), the driver has good knowledge of the destination path (3.66). While the lack of taxis Max with low satisfaction level are on ease of finding a taxi public places (2.96), the ease of booking a taxi (3.18}, easy to remember phone numbers (3.16}, affordable rates (3.44), and the appearance of taxi driver uniform (3:53). The results of the questionnaire were then used to design a marketing strategy (BP) with a focus on the variables that need to be maintained and variables that still need to be improved.

Item Type:	Article
Uncontrolled Keywords:	taxi, consumer behavior, marketing mix
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Engineering > Department of Industrial Engineering
Depositing User:	Eko Setiawan 194014
Date Deposited:	02 Oct 2014 06:38
Last Modified:	02 Oct 2014 06:38
URI:	http://repository.ubaya.ac.id/id/eprint/20976

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