Open Journal Systems

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

Erlinda Muslim, Ritsah Qur’anis

Abstract


Abstract. Garuda Indonesia has become one of the strongest airline brand in the world. However, with the very intense competition between competitors in international flights airlines, brand has an important role in customer's purchase intention. Therefore, Garuda Indonesia needs a strong brand equity strategy to increase customers' purchase intention for its international flights. To create such strategy, this research examines the impact of Customer Based Brand Equity (CBBE) factors on customer's Purchase Intention. Importance-Performance Analysis method is also used to obtain action items along with the execution priority of each action items. The research outcome can become a brand equity strategy for Garuda Indonesia in increasing customers' purchase intention, so that they can compete with other international airlines' brand that operates in Indonesia.

Keywords: Brand equity, customer based brand equity, importance-performance analysis, purchase intention, structural equation modeling


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.

Kata kunci: Customer based brand equity, ekuitas merek, purchase intention, structural equation modeling, importance-performance analysis


Keywords


Brand Equity; Customer Based Brand Equity; Importance-Performance Analysis; Purchase Intention; Structural Equation Modeling

Full Text:

PDF

References


Aaker, D.A. (1991). Managing brand equity: capitalizing on the value of brand names. New York: The Free Press.

Aaker, D.A. (1996). Building strong brands. New York: The Free Press.

Aaker, D. A. (1997). Manajemen ekuitas merek : memanfaatkan nilai dari suatu merek (Aris Ananda, Penerjemah). Jakarta: Spektrum.

Arianis, C. (2010). Pengaruh ekuitas merek terhadap proses keputusan pembelian konsumen: studi kasus bank muamalat indonesia cabang bandung. Jurnal Administrasi Bisnis, 6 (1), 34-58.

Arbuckle, J L. (2009). Amostm user's guide. Chicago: Amos Development Corporation.

Atilgan, E., Aksoy, S., & Akinci, S. (2005). Determinants of the brand equity: a verification approach in the beverage industry in Turkey. Marketing Intelligence and Planning, 23(3), 237-248.

Aydin, S. & Ozer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European Journal of Marketing, 39(7-8), 910-925.

Belch, G. E., & Michael A. (2004). Advertising and promotion: an integrated marketing communication perspective (6thed.). New York: McGraw-Hill

Choe, P., & Zhao, Y. (2013). The influence of airline brand on purchase intention of air tickets in China. Industrial Engineering & Management Systems, 12 (2), 143-150.

Durianto, S., & Sitinjak. (2001). Strategi menaklukan pasar melalui riset ekuitas & perilaku merek. Jakarta: PT Gramedia Pustaka Utama.

Durianto S., Darmadi, Sugiarto, & Lie Joko Budiman. (2004). Brand equity ten: strategi memimpin pasar. Jakarta: PT Gramedia Pustaka.

Garuda Indonesia (2016). Corporate presentation garuda indonesia, tahun 2014-2016. Diambil kembali dari Garuda Indonesia: https://www.garuda-indonesia.com/id/en/investor-relations/financial-report-and-presentations/company-presentation/index.page

George, D., & Mallery, M. (2010). SPSS for windows step by step: a simple guide and reference, 17.0 update (10th ed.). Boston: Pearson.

Gunawardane, N. R. (2015). Impact of brand equity towards purchasing decision: a situation on mobile telecommunication services of sri lanka. Journal of Marketing Management, 3 (1), 100-117.

Hair, Black, Babin, & Anderson (2010). Multivariate data analysis. New Jersey: Pearson Education Limited.

Jalilvand, M. R., Samiei, N., & Mahdavinia, S. (2011). The effect of brand equity components on purchase intention: an application of aaker's model in the automobile industry. International Business and Management, 2 (2), 149-158.

Kotler, N., & Kotler, P. (1998). Museum strategy and marketing. San Francisco: Jossey-Bass.

Kotler, P., & Keller, K. L. (2008). Marketing management (12thed.). New Jersey: Prentice-Hall.

Lau, G.T., & Lee., S.H. (1999). Consumers trust in a brand and the link to brand loyalty. Journal of Market Focused management, 4, 341-370.

Majid, M., Alias, M., Samsudin, A., & Chik, C. (2016). Assessing customer-based brand equity ratings in family restaurant. Procedia Economics and Finance, 183-189.

Martilla, J. A., & James, J. C. (1977). Importance-performance analysis. Journal of Marketing, 41, 77-79.

Park, J-W., Robertson, R., & Wu, C-L.(2004). The effect of airline service quality on participants' behavioural intentions: a Korean case study. Journal of Air Transport Management, 10(6), 435-439.

Rangkuti, F. (2004). The power of brand: teknik mengelola brand equity dan strategi pengembangan merek plus analisis kasus dengan spss. Jakarta: PT Gramedia Pustaka Utama.

Richardson, P. S., Dick, A. S., & Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58(4), 28-36.

Rozeboom, W. W. (1966). Scaling theory and the nature of measurement. International Journal of Epistemology, Methodology, and Philosophy of Science, 170-233.

Santoso, S. (2015). Amos 22 untuk structural equation modeling: konsep dasar dan aplikasi. Jakarta: PT Elex Media Komputindo.

Semuel, H., & Wijaya, E. (2008). Corporate social responsibility, purchase intention, dan corporate image pada restoran di surabaya dari perspektif pelanggan. Jurnal Manajemen Pemasaran, 3(1), 35-54.

Taşkin, C., & Akat. (2010). Measurement of consumer-based brand equity using structural equation modeling and a research in durable consumer goods sector. Business and Economics Research Journal, 1(2), 1-16.

Villarejo-Ramos, A. F. & Sanchez-Franco, M. J. (2005). The impact of marketing communication and price promotion on brand equity. Journal of Brand Management, 12(6), 431-444.

Wijanto, S. H. (2008). Structural equation modeling dengan Lisrel 8.8.1 ed. Yogyakarta: Graha Ilmu.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 52(3), 2- 22.

Zinnbauer, & Bakay. (2004). Modeling brand equity in a modern business context. SAM/IFSAM VII World Congress, 5-7 July 2004, Göteborg, Sweden.




DOI: http://dx.doi.org/10.12695/jmt.2017.16.2.2

Refbacks

  • There are currently no refbacks.