Strategy to Increase Customer’s Purchase Intention on Garuda Indonesia’s International Flights Based on Brand Equity Factors
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
Penulis: Erlinda Muslim,
Ritsah Qur’anis
Kode Jurnal: jpmanajemendd170320
