<![CDATA[The domestic aviation industry in Indonesia continues to experience significant growth, in line with high public mobility and the demand for interregional connectivity. Facing increasingly fierce competition on the Semarang-Banjarmasin (SRG-BDJ) route at Jenderal Ahmad Yani International Airport in Semarang, Citilink must implement targeted marketing strategies to increase passenger numbers. This study aims to determine the marketing strategies implemented, and to identify the challenges and solutions encountered in implementing marketing strategies to increase passenger numbers on the SRG-BDJ route at Jenderal Ahmad Yani International Airport in Semarang. This study employed a descriptive qualitative research method to obtain valid data with the aim of describing the phenomenon under study in depth and as it is. Data were obtained through observation, interviews, and documentation. Analysis was conducted using an inductive approach, drawing general conclusions based on facts and findings in the field. The data sources for this study were obtained from primary and secondary data. The author used data reduction, presentation, and conclusion-drawing techniques for data analysis. The results of this study indicate that Citilink implemented a marketing mix (7P) that included a relatively new Airbus A320 aircraft, competitive pricing, technology utilization such as easy ticket purchasing, social media promotions, friendly and professional service, efficient operational processes, and tangible evidence of aircraft condition and a strong airline image. This strategy was supported by a relevant STP that attracted passengers to the SRG-BDJ route, despite facing obstacles such as intense competition, limited fleet size and flight frequency, and the challenge of balancing price and service quality as a Low-cost carrier (LCC). To address these challenges, Citilink created added value, optimized its fleet, improved on-time departures, and enhanced service quality to increase passenger numbers.]]>
