Paket Lengkap Strategy To Increase Customer’S Purchase Intention On Garuda Indonesia’S International Flights Based On Merk Equity Factors
Abstract: Garuda Indonesia has become one of the strongest airline merk in the world. However, with the very intense competition between competitors in international flights airlines, merk has an important role in customer's purchase intention. Therefore, Garuda Indonesia needs a strong merk 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 merk equity strategy for Garuda Indonesia in increasing customers' purchase intention, so that they can compete with other international airlines' merk that operates in Indonesia.
Keywords: Brand equity, customer based merk equity, importance-performance analysis, purchase intention, structural equation modeling
Penulis: Erlinda Muslim, Ritsah Qur’anis
Kode Jurnal: jpmanajemendd170320
