The number of Indonesian domestic passengers which increased rapidly has
encouraged for the airlines to expand their market share by opening routes in the local
region and one of the promising region is Bandung. In early 2019, the Low-Cost
Carrier has implemented paid baggage policy. The changes of airline conditions and
regulations could affect consumer purchasing decisions. The airline have to redesign
its strategies and conduct a strategy adjusment to identify the consumer's needs and
wants these days. Based on the problem description, this research aims to identify what
significant attributes influence passenger’s purchasing decision-making and determine
what elastic and inelastic attributes. Data collection using an online questionnaire
then spread to 235 respondents and were analyzed with Mixed Logit Model using
BIOGEME software. The results shows that airline’s departure time is a significant
attribute towards passenger’s airline choice. Ticket price also plays a key role in
selecting an airline for passengers when the ticket price increases, Passenger will
consider choosing other alternative airlines that are more affordable. The results
could be used by an airline company to attract the passenger by improving its
marketing strategy.