Consumers' Visual Perception of First and Second Generation Luxury Sleeper Train Passenger' Seats

Abstract

The development of railways in Indonesia has experienced good innovation. An example is Sleeper Luxury Train. This train innovation aims to increase comfort and give a luxurious impression to the passengers. This innovation is realized in the form of a luxury sleeper passenger seat. Currently, the sleeper luxury train has two generations. The two generations carried differences in the design of the passenger seat. These two designs are distinctly different in appearances. Due to the differences, this research was conducted to determine consumer perceptions of trains towards the two designs and which design is preferred by consumers. This research was conducted on 102 train passengers using a 7-point semantic differential method and using 15 affective words. As a result, the design of the first-generation luxury sleeper train passenger seats is more attractive to consumers and there are differences in consumer perceptions on the variables of luxury, comfort, calm, relaxation, private and compact. Even so, the two designs of the luxury sleeper passenger seats are still in accordance with the brand made by KAI.