Strategi Peningkatan Performa Pendapatan Non – Aeronautika Berbasis Mix Marketing, Market Orientation dengan Word-Of-Mouth (Testimony) Sebagai Variabel Moderator

Abstract

This study aims to analyze the influence of the Mix Marketing, Market Orientation, Competitive Advantage and Product Differentiation to Non Aeronautical Revenue. This study also uses the Word-Of-Mouth (Testimony) as a moderator variable to see its role in strengthening or weakening the relationship of Non-Aeronautical Revenue Performance Improvement. The research method used is quantitative design with the questionnaires taken from 160 passenger of I Gusti Ngurah Rai International Airport Bali. The analysis process used is descriptive and verificated by SEM Partial Least Square (PLS) method. The results of research using SmartPLS 3.0 show that there is a significant influence of Marketing Mix which is mediated through Market Orientation has the most influence on Non Aeronautical Revenue compared to other variables.