THE EFFECTIVENESS OF USING INFLIGHT ADVERTISING CASE STUDY : PT. ULTRA SAKTI

• Main Author: Rayhana Rasyidah (19015233), Avi
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25950
• Institution: Institut Teknologi Bandung

These days advertisers are ceaselessly searching for better approaches to <br /> <br /> communicate with their customers. Advertisers attempted to characterize and clarify <br /> <br /> customer's intention by utilizing diverse models and applying different systems for enhancing <br /> <br /> brand awareness. Unintentionally, airplane can be utilized by an advertiser to be a media of <br /> <br /> promotion, it is generally named as inflight advertising. Airasia has been using Inflight <br /> <br /> Advertising as a media for a company to advertise its product, and currently PT. ULTRA <br /> <br /> SAKTI is utilizing along AirAsia’s cabin as their media of advertisement, the products of PT <br /> <br /> ULTRA SAKTI that are promoted along the cabin side are FreshCare, MADU TJ and Hot In <br /> <br /> Cream. This paper can help advertiser to insight about inflight advertising effectiveness. <br /> <br /> Method - Using qualitative and quantitative approach to collect the data from the passenger <br /> <br /> of AirAsia. The data were obtained from interview and surveys on AIDA Model variables <br /> <br /> with Air Asia passenger. Judgmental sampling was performed to 200 respondents from the <br /> <br /> passengers of AirAsia in Indonesia. Data processed by confirmatory analysis, one-way <br /> <br /> ANOVA, MANOVA, and pearson correlation. The results of this study will also indicate the <br /> <br /> perception of the passengers toward the inflight advertising. <br /> <br /> Findings – This research found that inflight advertising has significant influence to attract <br /> <br /> attention, trigger interest, stimulate desire and urge action. This research also found that most <br /> <br /> of the respondents of passenger AirAsia still remember about this inflight advertising. In <br /> <br /> addition, the perception is showing the positive sights. Researcher then recommend the <br /> <br /> company to give more emotional shopping experience, so when the passenger has already <br /> <br /> seen the advertisement, the passenger will also see that the company gives a kind of promos, <br /> <br /> discount or something that the passenger would feel it is advantage. However, this strategy <br /> <br /> would only run if MADU TJ and Hot In Cream are in the list of inflight merchandise like <br /> <br /> FreshCare which already been the list to purchase during the flight.