Strategi Pemasaran Bandar Udara Internasional Jawa Barat Kertajati

Abstract

West Java Kertajati  International Airport (BIJB) is a strategic infrastructure that plays an important role in supporting connectivity and regional economic growth. However, the airport faces challenges in the form of passenger occupancy rates that are still below the target and intense competition with other airports in West Java. This study aims to analyze the internal and external factors that influence BIJB's marketing strategy using the marketing mix (4P) approach and formulate a marketing strategy based on SWOT analysis. The research method used a descriptive qualitative approach with data collection techniques through in-depth interviews with PT BIJB's marketing team, field observations, and document analysis. The data was then evaluated using the IFAS-EFAS matrix to identify strategic factors, Cartesian diagram to map the company's position, and SWOT matrix to formulate strategy recommendations. Based on the results of the IFAS and EFAS matrix calculations, it can be seen that the difference between strengths and weaknesses (0.50) and opportunities and threats (0.51). The results show that Kertajati West Java International Airport is in quadrant 1, so the strategy that can be used by Kertajati West Java International Airport based on SWOT analysis is the SO strategy, namely the domestic airplane travel fare subsidy program and establishing partnerships with travel agencies to attract tourists.