ARTICLE
TITLE

Strategy to Increase Customer’s Purchase Intention on Garuda Indonesia’s International Flights Based on Brand Equity Factors

SUMMARY

Abstrak. Garuda Indonesia merupakan salah satu maskapai penerbangan dengan merek yang kuat di dunia. Namun, dengan kompetisi yang semakin ketat antar maskapai penerbangan internasional, peran merek sangat berpengaruh terhadap niat beli pelanggan. Maka dari itu, Garuda Indonesia membutuhkan strategi ekuitas merek yang kuat untuk meningkatkan Purchase Intention pelanggan untuk penerbangan internasional. Dalam pembuatan strategi tersebut, diteliti pengaruh faktor-faktor Customer Based Brand Equity (CBBE) terhadap Purchase Intention pelanggan. Selain itu, digunakan Importance-Performance Analysis untuk mendapatkan action items beserta prioritas pelaksanaan untuk setiap action items. Hasil penelitian ini merupakan strategi ekuitas merek bagi Garuda Indonesia guna meningkatkan Purchase Intention pelanggan, sehingga dapat bersaing dengan merek maskapai penerbangan internasional lainnya yang beroperasi di Indonesia.

PAGES
pp. 124 - 140
COLLECTIONS
No relation

 Articles related

Nunun Nurhajati    

Education currently does not only focus on the context of the population or quantitative dimensions, but also on the qualitative dimensions or quality of education so that both processes and products are sought to produce human resources who are able to ... see more


Salimulloh Tegar Sanubarianto,Erwin Syahputra Kembaren    

This study discusses the positive politeness strategies in Kupang Malay on Facebook social media which are related with the politeness strategy theory  by Brown and Levinson. This research is a qualitative descriptive study with content analysis met... see more

Revista: Totobuang

(7) Anton Sukoco (Nadhatul Ulama University, Indonesia)(8) Yusak Anshori (Nadhatul Ulama University, Indonesia)(9) Ana Toni Roby Candra Yudha (UIN Sunan Ampel Surabaya, Indonesia)    

The purpose of this research is to evaluate marketing strategies that directly touch market leaders with to get marketing strategies to increase market share and become a market leader. This research uses qualitative and quantitative approaches. The anal... see more


Andreas Bryan Wagey, Putu Diah Sastri Pitanatri, Dewa Ketut Sujatha    

To be able to survive in a continuously growing competitive environment, the right business strategy is needed. Aim of this research is to formulate a set of marketing communication mix strategies to increase room sales and hotel profits for The Ritz-Car... see more


Irina Bogiday    

The object of research is the process of forming a competitive strategy for agricultural enterprises using the example of the «Agrotrade» Group of Companies (Kharkiv, Ukraine). One of the most problematic places of strategic management of the company is ... see more