Airport Branding Strategy As A Determinant Of Customer Experience: Case In Soekarno-Hatta International Airport Terminal 3
| Main Authors: | Firsty, L R, Athallah, R V, Rafi, Salahudin, Perawati, D |
|---|---|
| Format: | Article info application/pdf Proceeding |
| Bahasa: | eng |
| Terbitan: |
Insitut Transportasi dan Logistik Trisakti
, 2019
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| Online Access: |
http://proceedings.itltrisakti.ac.id/index.php/ATLR/article/view/238 http://proceedings.itltrisakti.ac.id/index.php/ATLR/article/view/238/272 |
Daftar Isi:
- Airport Branding Strategy is one of the methods used widely by airport management in terms of marketing to promote airport’s uniqueness. The main purpose of this strategy is to create a better experience for people using the airport, whether using it as travelers or simply doing their activities in the premises. Being the main international airport in Indonesia, Soekarno-Hatta airport is one of many airports in the world that implements this strategy. The purpose of this paper is to examine Soekarno-Hatta International Airport’s Terminal 3 branding strategy and its impact towards customer experience with a total of 120 respondents. Using simple linear regression, the airport branding strategy is defined as the independent variable, while customer experience is defined as dependent variable with the regression equation Y = 11.320 + 0.647X. The result of a correlation analysis reaches 0.703, means that there is a strong and positive correlation level between two variables. Based on calculation determination, the result showed that airport branding strategy represent an impact of 49.5% towards customer experience.