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CHAPTER III

DISCUSSION

A. PT. Garuda

1. History of PT.

Indonesia has a national airline as a pride of the country. PT. Garuda

Indonesia (Persero) Tbk, known as Garuda Indonesia (GA) is the

national airline of Indonesia that owned by the Government of Republic of

Indonesia. The company is a BUMN (Badan Usaha Milik Negara) or

Stated-owned Enterprise with company The Airline of Indonesia.

The management office as the main activity of the company is located

in at Management Building, Garuda City, Soekarno-Hatta

International Airport, Cengkareng 19120, Indonesia. Garuda Indonesia also

has a branch offices and sales offices in some cities in Indonesia and all

around the world.

The main hub (airport) of the airline is located in Soekarno- Hatta

International Airport, Cengkareng with other hubs are in Ngurah Rai

International Airport in , Kuala Namu International Airport in North

Sumatera, Sultan Hasanudin International Airport in South Sulawesi and

Juanda International Airport in East .

Taken from Garuda Indonesia Annual Report 2009, the story of PT. commit to user Garuda Indonesia was started when Indonesia was fighting for its

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independence. The first commercial flight of Garuda Indonesia was started

in 26 January 1969. The first flight was from Calcutta to Rangoon using a

Douglas DC-3 Dakota aircraft. For the first time, the name of the airline

was Seulawah and then changed into “Garuda Indonesian Airways”.

(Garuda Indonesia Annual Report 2009:22)

The name of Garuda was given by Indonesian’s first president,

Soekarno. The name of Garuda itself is taken from the name of mythical

giant bird Garuda in and .

2. Vision and Mission of PT. Garuda Indonesia

The company vision:

“Garuda Indonesia is the company which wants to be a strong

distinguished airline through providing quality service to serve people and

goods around the world with Indonesian hospitality.”

The company mission:

“Garuda Indonesia is the company releases that become the national

airline of Indonesia; they must promote Indonesia to the world and support

national economic development by delivering professional air travel

service.” (Garuda Indonesia Annual Report 2009:34)

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3. Garuda Indonesia Corporate Value (FLY-HI)

According to PT Garuda Indonesia’s Code of Business Ethics and

Work Ethics in Garuda Indonesia Corporate Values, Garuda Indonesia has

formulated a set of corporate values known as FLY-HI for all personnel of

the company.

The essence of this value (FLY-HI) is, the personnel of Garuda

Indonesia have responsibility to keep the name of Garuda Indonesia and

they must work diligently to reach the goal of the company.

The acronym of FLY HI:

F: Efficient & Effectiveness

L: Loyalty

Y: Costumer Centricity

H: Honesty & Openness, and

I: Integrity.

4. Route and Network

1. Domestic Routes:

The domestic routes of Garuda Indonesia are Banda Aceh, Medan,

Pekanbaru, Jambi, Padang, Pangkal Pinang, , Batam, Bandar

Lampung (Tanjung Karang), Jakarta, Bandung, Semarang, Solo,

Yogyakarta, Malang, Surabaya, Pontianak, Balikpapan, Palangkaraya, commit to user perpustakaan.uns.ac.id digilib.uns.ac.id10

Banjarmasin, Tarakan, Denpasar, Lombok, Kupang, Manado, Gorontalo,

Palu, Makassar, Kendari, Ternate, Ambon, Biak, Jayapura, and Timika.

2. International Routes

The international routes of Garuda Indonesia are Singapore, Kuala

Lumpur, Bangkok, Hongkong, Tokyo (Narita and Haneda), Osaka, Seoul,

Guangzhou, Beijing, Shanghai, Taipei, Manila4, Ho Chi Minh City5, Bandar

Seri Begawan6, Perth, Melbourne, Sydney, Jeddah, Abu Dhabi, Muscat2,

Amsterdam, London Heathrow1,2, Frankfurt1, Zurich1, Madrid1, Munich1,

Rome1, Paris2, Manchester2, Athena2, Moscow2, Istanbul3, Los Angeles7,

San Fransisco7

Note:

1 Connecting flight with KLM via Amsterdam

2 Connecting flight with ETIHAD via Abu Dhabi

3 Connecting flight with Turkish Airlines

4 Connecting flight with Philippine Airlines

5 Connecting flight with Vietnam Airlines

6 Connecting flight with Royal Brunei Airlines

7 Connecting flight with China Airlines via Taipei

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5. Aircraft

Taken from Colours Magazine (2013), the Garuda Indonesia in-flight

magazine, Garuda Indonesia has been operating aircrafts with different type

and capacity.

The aircraft in Garuda Indonesia are Boeing 747-400, Boeing 737-800

NG, Boeing 737- 300, and Boeing 737-500 for domestic and regional

destinations, Airbus 330-200 and Airbus 330-300 for a long-haul flight,

Bombardier CRJ 1000 and ATR 72-600 for short haul flights from eastern

and western Indonesia and Boeing 777-ER for long haul destinations and

non-stop flight to Jeddah and Europe.

To make all passengers feel comfortable, the design interior of the

aircraft is changed by adding Audio Video on Demand (AVOD) or personal

television facilities in every single seat on the cabin both business and

economy class.

B. Garuda Indonesia Sales Office Solo

As the expansion of the company with the aim to strengthen the

network, in 1974, the company began its first commercial flight in

Surakarta or Solo. At the same time, to make the costumers of Garuda

Indonesia easy to get and to buy the ticket of Garuda Indonesia, the

ticketing was handled by Sahid Tour and Travel. commit to user perpustakaan.uns.ac.id digilib.uns.ac.id12

In 1980, a Garuda Indonesia Sales Office was established in

Surakarta. Garuda Indonesia Sales Office Solo is located in Riyadi Hotel

Palace at Jl. Slamet Riyadi No. 335, Surakarta, Central Java, Indonesia.

1. The Organization Structure of Garuda Indonesia Sales Office Solo

General Manager

Accounting Manager Operation Manager Sales and Marketing Manager

- Accounting Report Officer - Reservation Officer

- Cashier - Ticketing Officer

Job Description:

General Manager (GM)

General Manager is the leader in Garuda Indonesia Sales Office

Solo. The main activity of the General Manager is controlling and

evaluating the operational of Garuda Indonesia Sales Office Solo. The

divisions that commanded under the General Manager in Garuda Indonesia commit to user perpustakaan.uns.ac.id digilib.uns.ac.id13

Sales Office Solo are Accounting Manager, Operation Manager and Sales

and Marketing Manager.

Accounting Manager

The activities of Accounting Manager are coordinating, controlling

and evaluating the accuracy of data in the Accounting Division. The

Manager of Accounting Division supervises the Accounting Report Officer

and Cashier. The Accounting Manager is responsible for the General

Manager.

The duty of Accounting Report Officer is handling the

administration and finance activity in Garuda Indonesia Sales Office Solo.

And the duty of Cashier is serving the payment in ticketing section.

Operation Manager

The activities of the Operation Manager in Garuda Indonesia Sales

Office Solo are coordinating, controlling, organizing, concerning and

supervising the daily operational of Garuda Indonesia including flight

activity and flight problem in the Adi Soemarmo Airport, Solo. The

Operation Manager is responsible for the General Manager.

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Sales and Marketing Manager

The main concern of The Sales and Marketing Manager is

controlling and organizing the marketing activity in Garuda Indonesia Sales

Office Solo. The Manager supervises the Reservation Officer and Ticketing

Officer. The duty of Sales and Marketing Manager is controlling the

promotion and the information about the flight.

The activities of Reservation Officer are handling reservation or

ticketing process, giving clearly information to the costumers, serving the

reservation and handling Garuda Indonesia application. The Sales and

Marketing Manager is responsible for the General Manager.

2. Garuda Indonesia Solo Route

To serve the costumers in Solo area, Garuda Indonesia has set 5

flights from Adi Soemarmo International Airport Solo. The flight is serving

passengers from Solo (SOC) to Jakarta (CGK) or from Jakarta (CGK) to

Solo (SOC). The duration of the flight is about 1 hour.

The estimated times of departures of the flight from Solo to Jakarta

are:

- GA 229 : 05.00 am

- GA 221 : 07.45 am

- GA 223 : 11.30 amcommit to user perpustakaan.uns.ac.id digilib.uns.ac.id15

- GA 225 : 14.10 pm

- GA 227 : 18.45 pm

The estimated times of departures of the flight from Jakarta to Solo

are:

- GA 220 : 05.45 am

- GA 222 : 09.30 am

- GA 224 : 12.10 pm

- GA 226 : 16.45 pm

- GA 228 : 19.00 pm

C. Job Training Activity

The writer’s activity during job training in Garuda Indonesia Sales

Office Solo has purposes to practice the lesson that the writer has already

got from the class and to get a new experience in the real workplace.

There were several activities done by the writer during the job

training. The duty of the writer was in Garuda Indonesia Sales Office Solo..

The activities during the job training are:

1) Receiving the phone calls from customers or making a phone to

colleagues. commit to user perpustakaan.uns.ac.id digilib.uns.ac.id16

2) Helping Reservation Officer to make reservation letters from

costumers.

3) Helping and participating the events in Garuda Indonesia Sales

Office Solo.

4) Collecting the data and interviewing the officers to make the

report.

The schedule of work activities at Garuda Indonesia Sales Office

Solo:

1) Mondays to Fridays : 08.00 am – 17.00 am

2) Saturdays to Sunday : 09.00 am – 15.00 am

D. The “Garuda Indonesia Experience”

In 2009, the management of Garuda Indonesia has launched a new

concept of service that adopted from the Indonesian hospitality. The new

service concept is called the “Garuda Indonesia Experience”. The main

purpose of this brand refreshment is not only to give the passengers the best

from Indonesia hospitality which is implemented in the “Garuda Indonesia

Experience” but also to make it different from other airline competitors.

The “Garuda Indonesia Experience” is a new service concept of

Garuda Indonesia designed to allow passengers to experience Indonesia

from the time of making pre-journey (flight reservation), on-board, and commit to user (arrival at destination airport). (Garuda Indonesia Annual Report 2009:20). perpustakaan.uns.ac.id digilib.uns.ac.id17

The new service concept of the “Garuda Indonesia Experience” is

based on 5 senses of human. They are sight, sound, taste, scent, and touch.

1. Sight

The word of Sight according to Cambridge Dictionary is the ability of

human to see. The meaning of sight in the “Garuda Indonesia Experience”

is that Garuda Indonesia tries to make a new brand of Garuda by changing

the new logo and the new look color of Garuda Indonesia.

The real application of Sight in the “Garuda Indonesia Experience”

can be seen in the new exterior and interior design of aircrafts. Every single

aircraft has drawn with a beautiful livery. The blue color and a unique

pattern called “Nature Wings” which represents the beauty of nature

sketched in the tail.

Garuda Indonesia’s newly-designed combines the natural colors and

traditional motifs of Indonesia (Garuda Indonesia Annual Report 2009:4).

Garuda introduced Gedek a plaited of bamboo pattern as the wallpaper for

the cabin interior. The interior cabin of Garuda Indonesia is set in the

combination of natural colors likes terracotta brown, and brick-red

with a traditional pattern.

The management of Garuda Indonesia also introduced the new

uniform for ticketing officers and cabin crew. The new uniform for commit to user perpustakaan.uns.ac.id digilib.uns.ac.id18

stewardess is the national costume of Indonesia named with

traditional pattern named Parang Gondosuli.

The motif of the uniform itself is called Lereng Garuda Indonesia

with three main colors tosca green, orange, and blue. Tosca green is a

symbol of fresh, orange is a symbol of warm and friendly, blue is for trust

and reliability.

The new uniform can also be seen in other personnel of Garuda

Indonesia, such as the check-in crew and the ticketing officer. The female

personnel wear a casual uniform with traditional batik pattern in a blue

color. Meanwhile for female, the new uniform for male flight attendants is

the standard professional business attire.

2. Sound

The meaning of Sound in Garuda Indonesia Experience service

concept is that Garuda Indonesia wants to create a good mood of Garuda

Indonesia’s passengers by playing the traditional music of Indonesia in

Garuda Offices, Garuda Lounge and Garuda Cabin.

During boarding and taxing, passengers should enjoy the unique

sounds of Indonesian traditional songs such as Cublak-Cublak Suweng,

Kicir-Kicir, Soleram, Rasa Sanyange, etc.

The company has recorded a number of the Indonesian traditional commit to user songs and traditional musical instruments. Garuda Indonesia collaborated perpustakaan.uns.ac.id digilib.uns.ac.id19

with Indonesia composer Addie MS, who arranged Indonesian folk song to

be played in the aircraft, lounge and all sales outlets of Garuda Indonesia.

(Colours Magazine, 2012: 75).

To support the experience of Sound, Garuda Indonesia also has

completed the in-flight entertainment system in all seats both executive

class seat and economy class seat. The Audio & Video on Demand

(AVOD) has variety of movies, TV programs, video games, and music.

3. Taste

The concept of Taste in the “Garuda Indonesia Experience” is adopted

from the ability of a person to recognize the different flavor.

The concept of Taste is that Garuda Indonesia tries to introduce the

rich and the unique of Indonesian culinary to all passengers, both domestic

and international passengers.

As a full-service airline (the airline company which gives more

services for passengers, includes reading materials, in-flight entertainments

and meals), Garuda Indonesia airline provides passengers with a complete

range of services, including meals for passenger. After take-off, flight

attendants will serve meals, such as a snack box for domestic short-haul

flight or full hot meals on domestic flights longer than 1-hour and all

international flights along with a choice of drinks. commit to user perpustakaan.uns.ac.id digilib.uns.ac.id20

As a part of the “Garuda Indonesia Experience”, the airline launched

the Indonesian Rijsttafel service in Executive Class. This signature dining

service introduces the passengers to a wide array of . The

Indonesian Rijsttafel includes varieties of Indonesian signature dishes;

choices of nasi kuning or a yellow steamed rice accompanied with choices

of dishes such as sate, rendang, gado-gado, grilled rica, red

snapper in yellow sauce, fried shrimp in sambal, potato perkedel and tempe,

along with kerupuk and rempeyek crackers.

Especially for the Executive Class passengers, the Martebe Juice made

of Dutch eggplant and Markisa is served as welcome drink for them.

4. Scent

Scent is a pleasant natural smell (Cambridge Dictionary, 2008). The

point of Scent in the “Garuda Indonesia Experience” is the company wants

to make passengers feel the sensation and the nuance of Indonesia by

introducing a traditional Indonesia perfume.

The Scent in the “Garuda Indonesia Experience” service concept has

meaning that Garuda Indonesia wants to create a refreshing aroma of

Indonesia that to be used in the Garuda offices, airport lounges, passenger

cabin onboard and all sales outlets collaborated with Mustika Ratu. (Garuda

Indonesia Annual Report 2011: 97). commit to user perpustakaan.uns.ac.id digilib.uns.ac.id21

Indonesian aromatherapy is being introduced by Garuda Indonesia to

give costumers and passengers a fresh of Indonesian aroma. The support the

concept of Scent, a set perfume is placed in all Garuda Indonesia Office,

Lounge and Cabin.

The perfume is made of a blend of essential oils extracted from native

Indonesian plants and spices, such as jasmine, , lemon grass, clove and

nutmeg.

5. Touch

Indonesia is also known for its hospitality. Garuda Indonesia strives

to deliver the best service for the passengers from ticketing, take off, on-

board, landing and departure.

The real application of Touch in the “Garuda Indonesia Experience” is

the interior of Garuda Indonesia is designed to give the costumers more

room, more comfort and to make a better flight for all passengers. Beside

the new design of the cabin interior, the new greeting called “Salam

Garuda Indonesia” has introduced.

The new greeting “Salam Garuda Indonesia” is the representation of

Indonesia hospitality. The real implementation of a new greeting can be

found where the passengers are making a reservation or boarding in the

aircraft. The personnel of Garuda Indonesia will give a greeting with smile commit to user and patch the hands in their chest.