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

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