The Effect of Marketing Mix Strategy in Building Customer Trust After Delays: A Case Study of Lion Air on the Jakarta-Yogyakarta Route

Sabrina Inti Audina, Nur Desy Rahmania, Agus Yulianto, Abdul Ghafar

Abstract


Indonesia's aviation industry is growing rapidly in line with increasing community mobility, but flight delays remain a major obstacle that undermines customer confidence, particularly on Lion Air's Jakarta–Yogyakarta route. This study examines the influence of the marketing mix strategy (product, price, place, promotion) and the impact of delays on customer trust after delays. Quantitative data from 207 respondents were analyzed using PLS-SEM. The results show that product, place, and promotion have a significant effect on increasing trust, while price is not significant because it only attracts short-term customers without guaranteeing loyalty. Flight delays have a significant negative impact. This study fills the gap in previous research, which did not sufficiently address the role of the marketing mix in restoring customer trust after delays. Therefore, effective service quality management and communication are key to the success of airlines in maintaining customer loyalty in a competitive market.

Keywords


Marketing Mix, Flight Delays, Customer Trust, Low-Cost Carrier

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References


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DOI: https://doi.org/10.25292/atlr.v8i0.767

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