The Analysis of Factors Influencing The “Value for Money” Acceptance as Indonesian Consumer Motives to Purchase Selected ASEAN International Routes Airlines Tickets

Abstract

This research aimed to analyze the factors that influence “value for money”
acceptance when purchasing the selected ASEAN airlines services by applying Ron
Kauffman’s dimension of service value. It was comprised of Primary Product, Delivery System,
System Mindset and Ongoing Relationship, as consumer motives to purchase the international
routes airlines tickets.
A survey was conducted during the summer holiday session, between June, 1st 2015 to July,
10th 2015, involving a sample of 300 respondents that were distributed to respondent
passengers who had the experience and direct power or influence to make the decision to
purchase the airlines services. The data was analyzed using SPSS, AMOS Structural Equation
Model (SEM), and descriptive analysis to see the features of data collected and their
relationship towards the behavior to continuously purchase.
The study concluded that from the Kaufmann’s elements, the on-going relationship was
perceived as the highest important factors in order to link the customers with the respondent
airlines companies, particularly indicated by the significant difference in favor of the
full-service carriers to that of the low-cost carriers. The recommendations of the study were
presented as to improve product quality, pre-onboard service, airport presentation, frontline
staff hospitality, and develop relationship with the consumers.