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

Erlinda Muslim, Ritsah Qur'anis

Research output: Contribution to journalArticlepeer-review

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.
Original languageEnglish
Pages (from-to)124-140
JournalJurnal Manajemen Teknologi
Volume16
Issue number2
DOIs
Publication statusPublished - 1 Jul 2017

Keywords

  • Customer based brand equity, ekuitas merek, purchase intention, structural equation modeling, importanceperformance analysis

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