INDONESIA AIRLINES' COMPETITIVE STRATEGIES

The more open the global economy, increasing use of airlines, at same time tightening competition, both domestic and international flights. Therefore, this study seeks to see analyze airline's marketing strategy from perspective flight service quality price penetration. To test research data, used quantitative methods with regression analysis techniques. This is possible cause effect a variable, so that effectiveness implemented known. object Citilink airline users, using accidental sampling technique. results showed statistically there was causal relationship linear. Where an increase in airlines when promotions. confirms if competitive through strengthening services prices, it can strengthen position.Keywords: Competitive Strategy, Service Quality, Price Penetration, Consumer Decision