ANALYSIS OF THE LACK OF PASSENGER OCCUPATION ON TRANS LAMPUNG AIRPORT BUS

Adi Asmariadi Budi, Ridwan Saifuddin

Abstract


This research was based on the lack of Trans Lampung buses passengers on Radin Inten II Airport in Lampung. Trans Lampung is one of PT. Lampung Jasa Utama division which focus on transportation services, this company is owned by Lampung Province Government or it could be said as state owned company. This research was conducted to find out the root problems on the lack of passenger on Trans Lampung airport bus. Qualitative paradigm was used to conduct this research with in-depth interview and observation method. Data results then analyzed by categorized it into 4P Marketing Mix (Product, Price, Promotion, and Place) and also by using Market Driven pattern. 4P Marketing Mix and Market Driven analysis was used for Fishbone Diagram analysis with an objectives to find the root causes. Analysis result give conclusion that the main causes problems was come from Place factor. This research producing 20 recommendations which come out from fishbone diagram categorization.

 

Key words : lack of airport bus passenger, qualitative method, 4P marketing mix, market driven, fishbone diagram, place factor.

 


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ICSTIEM: International Conference on Sosial Technological, Innovation, Economics and Management, Penerbit Fakultas Ilmu Sosial dan Ilmu Politik (http://www.jurnal.saburai.ac.id/index.php/ICSTIEM/index).