The Factors Influencing the Decision to Use Low-Cost Carriers for Domestic Flight Routes

Abstract

This article aimed to study the marketing mix factors and the marketing mix factors influencing the decision to use low-cost carriers (LCCs) for domestic routes. This quantitative research involved a sample of 398 individuals who had prior experience utilizing domestic low-cost airline services. They were selected by purposive sampling. The instrument for collecting data was an online questionnaire. Analysis data by Descriptive statistics and Chi-Square Test. The result of the study found that: 1) factors significantly associated with the decision to select an airline included baggage allowance promotions, ticket distribution channels, educational level, pricing structures, and change fees. 2) factors found to have no significant association with the decision included payment channels, regional route selection, occupation, age, baggage services, on-board food and beverage services, travel occasions, income, service processes, physical evidence, ticket price promotions, and personnel.