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CHAPTER III
DISCUSSION
A. PT. Garuda Indonesia
1. History of PT. Garuda Indonesia
Indonesia has a national airline as a pride of the country. PT. Garuda
Indonesia (Persero) Tbk, or 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 slogan The Airline of Indonesia.
The management office as the main activity of the company is located
in Jakarta 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 Bali, Kuala Namu International Airport in North
Sumatera, Sultan Hasanudin International Airport in South Sulawesi and
Juanda International Airport in East Java.
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 Hinduism and Buddhist mythology.
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, Palembang, 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, orange 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 Kebaya with
traditional batik 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 Indonesian cuisine. 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 chicken 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, rose, 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.