Concepts Marketing Mix : Increase in Sales of Airlines Ticket on

International Journal of Asian Business and Management (IJABM)

Vol.2, No.5, 2023: 721-730

721

(

DOI: https://doi.org/10.55927/ijabm.v2i5.5651

ISSN-E: 2964-3651

https://journal.formosapublisher.org/index.php/ijabm

Concepts Marketing Mix : Increase in Sales of Airlines Ticket on

Route International

Helena Louise Panggabean

, Prima Widiyanto

, Ika Utami Yulihapsari

, Erni

Pratiwi Perwitasari

, Teguh Maianto

, Ryan Firdiansyah Suryawan

Universitas Thamrin, DKI Jakarta

2,3,4

Institut Transportasi dan Logistik Trisakti, DKI Jakarta

Akademi Sekretaris dan Manajemen Kencana Bandung

Sekolah Tinggi Penerbangan Aviasi, DKI Jakarta

Corresponding Author: Helena Louise Panggabean

helenalouise31@gmail.com

A R T I C L E I N F O

A B S T R A C T

Keywords: Marketing Mix,

Sales Airlines Ticket

Received : 3 September

Revised : 17 September

Accepted: 17 October

Widiyanto, Yulihapsari,

Perwitasari, Maianto,

Suryawan: This is an open-

access article distributed

under the terms of the

Creative Commons Atribusi

4.0 Internasional

This article aims to provide an arrangement of

literature related to this scientific article by

providing an answer. The method used is to

describe with qualitative methods the literature

review of existing scientific articles and the

findings of the results related to this scientific

article by corroborating the answers conveyed in

the results.Marketing mix has been implemented

in the aviation industry, especially in serving

passengers and goods that exist today, existing

literature that states the findings to strengthen

research results in the form of scientific articles can

provide a view that the suitability in

implementing the marketing mix depends on the

existing airlines, because the ability of each

management is different to achieve an

organizational goal expected by Management

over and the expectation of fulfilling passenger

expectations. For other researchers in the future to

develop using these variables in continuing this

research or developing, the results of this

collaborative scientific article can add a wealth of

literature to aviation bisang in particular

Pangabean, Widiyanto, Yulihapsari, Perwitasari, Maianto, Suryawan

722

INTRODUCTION

Once upon a time, in the challenging world of the aviation industry, a

revolutionary marketing concept managed to change the game and resulted in a

spectacular surge in international flight ticket sales. By using a smart and

innovative approach, airlines are able to capitalize on opportunities and create

inspiring success stories. According to (Kotler &; Keller, 2016) this marketing

concept focuses on a deep understanding of consumer behavior, global travel

trends, and market dynamics. With robust data and analytics, airlines are able to

identify potential market segments and devise strategies that tie customer needs

and wants to their offerings. (Lee, S. S., &; Lee, C. K., 2015; Smith, D. G., &; Ng,

A, 2017).

One of the most important steps is the use of advanced technology to create

a seamless and engaging ticketing experience. With an intuitive and responsive

interface, customers can easily explore flight options, view competitive prices,

and feel comfortable in the purchasing process (Fuchs &; Sigala, 2021; Xiang et

al., 2017). The use of artificial intelligence also plays a crucial role in presenting

offers tailored to individual preferences, making each customer feel cared for and

valued. Commitment to superior customer service is also a key pillar in this

marketing concept. By providing a friendly and responsive support team, airlines

are able to answer questions, solve problems, and provide solutions in real time

(Grönroos, 2007). These positive experiences not only create short-term

relationships, but also build strong long-term loyalty.

Through collaboration with strategic partners in the tourism industry,

airlines have also managed to develop attractive and comprehensive travel

packages. This includes exclusive offers on accommodation, local experiences,

and other ancillary services, all of which bring significant added value to

customers (Buhalis &; Leung, 2018). This move not only increases the

attractiveness of airline tickets, but also creates a mutually beneficial ecosystem.

Result? A dramatic spike in international flight ticket sales (Fesenmaier &; Xiang,

2017). Smart, integrated, and customer-oriented marketing concepts are able to

open the door to growth that has never been imagined before. Through a

combination of data-driven strategies, cutting-edge technology, superior

customer service, and strategic collaboration, airlines are able to carve out

achievements that inspire the entire industry, proving that when brilliant ideas

meet with the right execution, extraordinary success is inevitable (Sigala, 2020).

With this remarkable achievement, the positive impact is not only felt by

the airline itself, but also by the tourism industry as a whole. The surge in

international flight ticket sales opens the door to an increase in tourist visits to

destinations around the world. This has an impact on local economic growth,

increased income from the tourism sector, and the creation of new jobs (UNWTO,

2020). In addition, the success of this marketing concept also encourages airlines

to continue to innovate and maintain the quality of their services. This creates a

positive cycle in which increased sales allow further investment in product

development, technology, and employee training (Morrison, 2023). The

competitive advantage gained by these airlines also encourages other

competitors to adapt and raise their standards, making the airline industry as a

International Journal of Asian Business and Management (IJABM)

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whole more competitive and qualified. Not only that, the success of this

marketing concept also creates inspiring stories that inspire businesses in various

sectors. The airline's experience shows that with a deep understanding of

consumers, creativity in marketing approaches, and a commitment to quality,

companies can achieve remarkable levels of success (Joachimsthaler &; Aaker,

2009).

It stimulates innovation in various sectors and encourages other businesses

to dare to think outside the box. Smart marketing concepts have opened the door

to phenomenal growth in international airline ticket sales (Peelen & Beltman,

2013). Despite a significant increase in international flight ticket sales through

successful marketing concepts, there remain some issues that need to be

addressed An increase in the number of international flights can have a negative

impact on the environment, especially in terms of carbon emissions and other

environmental impacts. Successful marketing concepts need to consider social

and environmental responsibility and look for ways to reduce the environmental

impact of increased aviation activity (Pham et al., 2022).

A surge in international flight ticket sales can result in overcrowding and

strain on airports and other related infrastructure. This can disrupt the customer

experience, increase wait times, and reduce operational efficiency. Efforts are

needed to develop and improve infrastructure in order to handle this growth

(Tan et al., 2017). From the description and existing problems, this article aims to

provide an arrangement of literature related to this scientific article by providing

an answer.

LITERATURE REVIEW

According to (Kotler &; Keller, 2016; McCarthy, 1960) The marketing mix,

also known as the "4Ps", is a framework used in marketing to describe and plan

the combination of key components that make up a marketing strategy for a

product or service. This idea was developed by E. Jerome McCarthy in the 1960s

in the 1960s.

The main components of the Marketing Mix are as follows (Kotler &;

Keller, 2016; McCarthy, 1960) :

Product Is a good or service offered to customers. It includes the design,

features, brand, quality, variety, warranty, and any aspect pertaining to the

product to be sold. Price: Is the amount of money a customer asks to buy a

product or service. Pricing involves factors such as production costs, competitor

prices, product value in the customer's mind, and appropriate pricing strategies.

Place or Distribution: The way a product or service is delivered to a

customer. It includes distribution channels, sales locations, storage, and other

distribution methods. Promotion: Is an effort to promote and market a product

or service to customers. It involves advertising strategies, personal selling, sales

promotion, and other communication strategies.

Pangabean, Widiyanto, Yulihapsari, Perwitasari, Maianto, Suryawan

724

Flight ticket sales is the process by which airlines or travel agents sell

tickets to prospective passengers who wish to travel by air. This process involves

various stages, including flight selection, ticket pricing, payment, and official

ticket issuance. Flight ticket sales may also include various additional services

such as seat selection, meal service, and other facilities (Buhalis &; Leung, 2018).

METHODOLOGY

The method used is to describe with qualitative methods the literature

review of existing scientific articles and the findings of the results related to this

scientific article by corroborating the answers conveyed in the results.

RESULT

The findings of the existing literature to strengthen this scientific article

began with a study (Yu, 2016) where it was stated that research has focused on

how business models and management practices affect airline operations.

Studies of aviation productivity and efficiency increasingly focus on

environmental performance, with CO2 emissions as a negative or undesirable

outcome. Furthermore, a study from (Ivaldi &; Toru-Delibaşı, 2018) states that

Air France's price increase will be 0.17 percent, compared to a 1.05 percent

increase for other airlines in our sample, These figures show that the impact of

solidarity tax will be very minimal when compared to the growth rate of air

traffic.

Overall, the level of airline competition will not be significantly affected

by the airfare taxes imposed by all European airlines.

Studies from (Lee et al., 2018) state that high operational costs and fierce

competition are challenges for airlines. Now that they have found that using e-

tickets is a great way to save costs, market research shows that online airline

tickets are increasing, most of these purchases are made by citizens of developed

countries such as the United States and United Kingdom, online shopping is

slightly cheaper in Malaysia, Malaysians want to increase the number of online

bookings, it is very important to understand the factors that influence consumer

purchase intent. However, there is little academic research in Malaysia. This

study, based on a technology acceptance model, examined the effects of usability

and ease of use on the intention to buy airline tickets online, online data collection

and statistical analysis was performed on the data. shows that perceived

usefulness fully mediates the relationship between perceived ease of use and

purchase intention, and there is a significant positive relationship between

perceived usefulness and purchase intention. However, there is no correlation

between perceived ease of use and online purchase intent. Therefore, perceived

usefulness influences purchase intent more than perceived usefulness. Future

research should examine how demographic factors influence consumers' intent

to buy airline tickets online.

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The study from (Rezaeianjam &; Mohammadian, 2018) states SWOT

Analysis of Fly-Dubai, Air-Arabia, and Iranian customer populations in UAE are

among the secondary data. Authorities are interviewed, and customer surveys

constitute most of the primary data. Investigating the impact of various

components of the marketing mix on low market share aided by fishbone

diagrams created from secondary and SWOT data results, obtained from

interviews, can increase its market share by facilitating long-term direct bookings

online through its website. Through direct customer interaction through low-cost

social media platforms like Telegram and WhatsApp, the company can also

manage its marketing campaigns. Sudi further from (Ni, 2022) stated that

influencing the policies currently offered by airlines, in the future, The

development of jet fuel prices will not return to pre- low levels epidemi because

The general environment of rising crude oil prices, and its effect on consumers

will increase over time, in China, work stoppages due to quarantine policies

implemented due to the epidemic and economic slowdown have gradually

reduced people's consumption and desire to shop. The increasing trend of

consumer demand in the tourism industry is also in line with the easing of

quarantine policies.

The study from (Ragab Abdelhady et al., 2019) states that understanding

the airline business model, it is worth seeing how the airline industry has

changed since the Airline Deregulation Act of 1978. The purpose of this study

was to determine how the four components of an airline's marketing mix (aka

"4Ps") affect consumers' purchasing choices. A questionnaire was used to

conduct this study. 600 air passengers participated in the study. The results

showed a strong positive correlation between the three components of the

marketing mix – product, promotion and venue – and travellers' purchasing

decisions, suggesting a significant inverse relationship between price and

travellers' purchasing decisions. The results also show that air transport is

typically the most important part of the marketing mix influencing consumer

purchasing decisions.

A study from (Aprilia et al., 2020) states that based on research, Indonesia

AirAsia has a large enough market share in Lombok flights. With the help of the

Lombok government, AirAsia became one of the airlines that made Lombok a

hub route, boosting Lombok tourism after the 2019 disaster, marketing analysis

tactics used by PT Indonesia AirAsia in the new hub is a research problem in this

regard. For Indonesia AirAsia, the Lombok-Perth and Perth-Lombok routes

represent a strong argument for a superior marketing approach based on its

effectiveness, practicality and technological support, including the company's

website, mobile app and traditional direct points of sale. Studies from (Kasim &;

Mahmut, 2020) state that Performance appraisal is essential for airlines to achieve

their goals and gain a competitive advantage in the highly competitive aviation

industry. The purpose of this study is to evaluate the performance of airlines by

considering the evaluation of the performance of the aviation industry. 12 FSC

(Full Service Carriers) were evaluated by airline-specific and financial indicators

for the years 2015-2017, sensitivity analysis was also carried out to check the

reliability and consistency of the results. According to the results of the study,

Pangabean, Widiyanto, Yulihapsari, Perwitasari, Maianto, Suryawan

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financial indicators affect the results more than operational indicators. Singapore

Airlines is also the largest airline.

A subsequent study from (Hammad, 2021) stated that by implementing

guerrilla marketing, EgyptAir tickets can be marketed in a unique, attractive and

affordable way, and as a result, the company's market share increases. This

research introduces the concept of guerrilla marketing, its role and scope of

implementation in EgyptAir Airlines. Guerrilla marketing is not widely used in

EgyptAir Airlines, except for some EgyptAir and Star Alliance sign designs,

boards and logos at airports. shows that digital marketing is the marketing

method that EgyptAir relies on the most. Therefore, the study recommends that

EgyptAir Airlines adopt guerrilla marketing as a form of marketing in addition

to digital marketing and other marketing techniques already used in EgyptAir

Airlines to increase the company's market share.

The study from (Lin, 2022) states from the results of his research shows

that this model can determine "airline", "travel date", "source", "destination",

"exchange time", "oil price", "depth hours", "depth min". "Future class" on airfare,

hopefully some price tips for airlines. The next study from (Krisdayanti &; Fryda

Fatmayati, 2022) states that the results of price research have an impact on

consumer purchase intent, while promotion also has an impact on consumer

purchase intent. Promotion and price factors affect Citilink's purchase intention

by 74 and 2 points respectively, while the remaining 25 and 8 points are

influenced by unknown or excluded variables.

DISCUSSION

From the results above, the implementation of the marketing mix with

prices applied on flights has been researched and the results from various

countries and scientific articles selected by researchers as strengthening the results

of this study, the market mix used starts from products, prices, promotions carried

out and distribution that is currently used such as tickets using existing technology

to make it easier for passengers to check this independently or print a ticket.

The marketing mix of the results also shows that the airline or airline must

be able to meet the expectations of passengers, and always look at competitors in

providing an innovation or creative abnormality of product creation and added

service to passengers.

International Journal of Asian Business and Management (IJABM)

Vol.2, No.5, 2023: 721-730

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CONCLUSION AND RECOMMENDATION

Marketing mix has been implemented in the aviation industry, especially in

serving passengers and goods that exist today, existing literature that states the

findings to strengthen research results in the form of scientific articles can provide

a view that the suitability in implementing the marketing mix depends on the

existing airlines, because the ability of each management is different to achieve an

organizational goal expected by Management over and the expectation of fulfilling

passenger expectations.

For other researchers in the future to develop using these variables in

continuing this research or developing, the results of this collaborative scientific

article can add to the literature for aviation bisang in particular.

FURTHER STUDY

This research still has limitations, so it is necessary to carry out further

research related to the topic Concepts Marketing Mix: Increase in Sales of Airlines

Tickets on International Routes in order to perfect this research and increase

insight for readers.

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