Airport Branding Strategy As A Determinant Of Customer Experience: Case In Soekarno-Hatta International Airport Terminal 3

L R Firsty, R V Athallah, Salahudin Rafi, D Perawati


Airport Branding Strategy is one of the methods used widely by airport management in terms of marketing to promote airport’s uniqueness. The main purpose of this strategy is to create a better experience for people using the airport, whether using it as travelers or simply doing their activities in the premises. Being the main international airport in Indonesia, Soekarno-Hatta airport is one of many airports in the world that implements this strategy. The purpose of this paper is to examine Soekarno-Hatta International Airport’s Terminal 3 branding strategy and its impact towards customer experience with a total of 120 respondents. Using simple linear regression, the airport branding strategy is defined as the independent variable, while customer experience is defined as dependent variable with the regression equation Y = 11.320 + 0.647X. The result of a correlation analysis reaches 0.703, means that there is a strong and positive correlation level between two variables. Based on calculation determination, the result showed that airport branding strategy represent an impact of 49.5% towards customer experience.

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