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Quality of service as a driver of brand awareness in the aviation industry: A systematic review of the literature Banjarnahor, Astri Rumondang; Simarmata, Juliater; Ozali, Imam; Sitorus, Binsar Renold; Buyle, Sven
Jurnal Manajemen dan Pemasaran Jasa Vol. 18 No. 1 (2025): Maret
Publisher : Lembaga Penerbit Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/v18i1.21324

This study analyzes the relationship between service quality, brand image, and brand awareness in the aviation industry. Using the Systematic Literature Review (SLR) approach following PRISMA guidelines, this study identifies major trends and gaps in related literature. The results show that superior service quality is important in forming a strong brand image and increasing brand awareness. Further analysis reveals that service quality dimensions such as reliability, convenience, and responsiveness greatly contribute to the positive perception of the brand image. In addition, a strong brand image also increases consumer loyalty and repeat purchase intent through a positive word-of-mouth mechanism. This research emphasizes the importance of a customer-focused service strategy to strengthen the airline's competitive position in an increasingly complex and dynamic global market. This study's theoretical and practical implications guide airlines in formulating holistic and responsive strategies to market dynamics.

Human resources management strategies in enhancing transportation performance and safety in Indonesia Sihombing, Sarinah; Simarmata, Juliater; Banjarnahor, Astri Rumondang; Farisyi, Sofwan; Suvittawat , Adisak
Annals of Human Resource Management Research Vol. 5 No. 2 (2025): June
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ahrmr.v5i2.3001

Purpose: This study aims to investigate the strategic role of Human Resource Management (HRM) practices—particularly training and development, performance management, and organizational innovation in improving transportation performance and safety in Indonesia. It also explores the moderating effect of employee welfare on these relationships, responding to the growing demands of digital transformation and safety standards in the transportation sector. Methodology: A quantitative approach was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected from 360 respondents working in the land transportation sector across Indonesia through structured questionnaires. Results: The findings confirm that training and development, as well as performance management, significantly influence both organizational innovation and transportation safety. Organizational innovation also positively affects transportation performance, which in turn enhances safety. However, the moderating effect of employee welfare on the innovation–performance relationship was found to be statistically insignifican. Conclusions: High-quality HRM practices, especially in training and performance management, are crucial for enhancing both operational performance and safety in Indonesia’s transportation sector. While innovation contributes to performance, its full benefits may not materialize without stronger welfare systems. Companies should integrate safety-focused training, real-time performance tracking, and inclusive innovation mechanisms into their HR strategy to build a more resilient transportation workforce. Limitations: This study finds that employee welfare has not yet played a significant moderating role in boosting transportation performance through innovation. Most welfare initiatives remain basic, lacking integration with strategic innovation agendas. This limitation highlights a disconnect between employee well-being and organizational goals, which may affect long-term innovation sustainability. Contribution: The study contributes to HRM theory by validating the impact of training and performance management on transportation innovation and safety within a developing-country context. Practically, it provides a framework for transportation firms to align HR strategies with digitalization and operational safety goals. It also underscores the need for welfare policies that go beyond minimum standards to actively support innovation and performance excellence.

Human resources management strategies in enhancing transportation performance and safety in Indonesia Sihombing, Sarinah; Simarmata, Juliater; Banjarnahor, Astri Rumondang; Farisyi, Sofwan; Suvittawat , Adisak
Annals of Human Resource Management Research Vol. 5 No. 2 (2025): June
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ahrmr.v5i2.3001

Purpose: This study explores the strategic role of Human Resource Management (HRM) practices training and development, performance management, and organizational innovation in improving transportation performance and safety in Indonesia, while examining the moderating effect of employee welfare amid growing digital transformation and rising safety standard demands. Methodology: A quantitative approach was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected from 360 respondents working in the land transportation sector across Indonesia through structured questionnaires. Results: The findings confirm that training and development, as well as performance management, significantly influence both organizational innovation and transportation safety. Organizational innovation also positively affects transportation performance, which in turn enhances safety. However, the moderating effect of employee welfare on the innovation–performance relationship was found to be statistically insignifican. Conclusions: High-quality HRM practices in training and performance management enhance operational performance and safety in Indonesia’s transportation sector. However, innovation’s full benefits require stronger welfare systems and integrated safety training, performance tracking, and inclusive innovation within HR strategies for workforce resilience. Limitations: This study finds employee welfare has not significantly moderated transportation performance through innovation. Most welfare initiatives remain basic and unaligned with strategic agendas, revealing a gap between employee well-being and organizational goals that may hinder long-term innovation sustainability. Contribution: This study validates the impact of training and performance management on transportation innovation and safety in developing countries, offering a framework for aligning HR strategies with digitalization and safety goals while emphasizing welfare policies that actively support innovation and performance excellence.

Technology Acceptance Model and Theory of Planed Behavior: Mapping Literature Review Banjarnahor, Astri Rumondang
Golden Ratio of Mapping Idea and Literature Format Vol. 1 No. 2 (2021): February - June
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v1i2.91

TAM (Technology Acceptance Model) is a technology application model that adopts the Theory of Reasoned Action (TRA) from Fishbein and Ajzen (1975) which is used to see the level of use of respondents in receiving information technology (Kaffashan Kakhki et al., 2020). This TRA is composed of the basic assumption that every human being behaves consciously in self-control and considers the use of available information for use in his life. Ajzen and Fishbein (1975) state that two determining factors can influence a person's intention in doing a certain act, the first is related toattitude towards behavior) and the next influence is social influence, namely subjective norms (subjective norms). This study uses a bibliometric literature review approach with a sample mapping literature of 17 articles regarding planned behavior theory approaches reference articles from 2020 - 2021 under Scopus indexed journal. Our proposition state result the correlation Theory of planned behavior theory and TAM in the aspect of the field of management (e.g., marketing, Technology, E-Commerce) make a positive contribution as a grounded theory to explain the variable antecedent and also its correlation to other theories.

Bridging the Urban Transport Paradox: Transit-Oriented Development and the Integrated Low-Carbon Mobility Framework (ILCMF) for Metropolitan Jabodetabek Banjarnahor, Astri Rumondang; Simarmata, Juliater; Yosafat, Andre
Business, Management & Accounting Journal (BISMA) Vol. 2 No. 3 (2025): BISMA Journal November 2025
Publisher : Baca Dulu Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70550/bisma.v2i3.190

The transportation sector is one of the largest contributors to global carbon emissions and represents a major challenge in the urban decarbonization agenda. In Indonesia, transportation accounts for approximately 27% of total national emissions, with the Greater Jakarta (Jabodetabek) metropolitan area being the highest contributor due to high daily mobility, urban sprawl, and governance fragmentation. This study aims to analyze the role of Transit-Oriented Development (TOD) as a systemic strategy in supporting the transition toward low-carbon mobility and to develop a conceptual model called the Integrated Low-Carbon Mobility Framework (ILCMF). The study identifies four key dimensions in the decarbonization of transportation — environmental, institutional, technological, and social — that interact to shape a sustainable urban mobility system. The findings reveal that the success of low-carbon mobility transformation depends on cross-sectoral policy integration, the electrification of public transport, and community participation in mobility behavior change. The ILCMF provides an integrative framework for metropolitan transportation policymaking that is efficient, inclusive, and aligned with Indonesia’s Net Zero Emission 2060 target.

OPTIMIZING DIGITAL MARKETING FOR AVIATION SELECTION: A SYSTEMATIC REVIEW OF EMERGING TRENDS Simarmata, Juliater; Banjarnahor, Astri Rumondang; Hariningsih, Endang; Yosafat, Andre; Barus, Gratia Atanka
Jurnal Bisnis dan Akuntansi Vol. 26 No. 1 (2024): Jurnal Bisnis dan Akuntansi
Publisher : Pusat Penelitian dan Pengabdian Masyarakat Sekolah Tinggi Ilmu Ekonomi Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34208/jba.v26i1.2492

The aviation industry has increasingly turned to digital marketing to stay competitive and meet evolving customer expectations. This study conducts a systematic literature review (SLR) to analyze emerging trends and best practices in digital marketing within the aviation sector. Utilizing articles from the Scopus database published between 2016 and 2023, the review identifies key strategies such as social media, search engine optimization (SEO), email campaigns, and the use of big data analytics. The findings highlight the effectiveness of these tools in enhancing customer engagement, satisfaction, and loyalty while addressing challenges such as high competition and data privacy concerns. This study underscores the need for a comprehensive understanding of digital marketing optimization to improve customer choice of airlines.

Integrasi Kecerdasan Buatan dalam Penulisan Buku Akademik: Model Pengembangan Kompetensi Dosen Berkelanjutan Astri Rumondang Banjarnahor; Juliater Simarmata; Yulianti Keke; Euis Saribanon; Reni Dian Octaviani
KREATIF: Jurnal Pengabdian Masyarakat Nusantara Vol. 5 No. 4 (2025): Jurnal Pengabdian Masyarakat Nusantara
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/kreatif.v5i4.8735

This community service program aims to enhance lecturers’ competence in book writing assisted by Artificial Intelligence (AI) as part of strengthening the implementation of the Tri Dharma Perguruan Tinggi. The training was conducted at the Institute of Transportation and Logistics Trisakti through a participatory approach encompassing five integrated stages: needs analysis, module development, online training implementation, intensive mentoring, and evaluation with follow-up actions. The results demonstrated significant improvement in participants’ understanding of academic book structure and writing techniques, writing speed, and confidence in utilizing AI as a creative partner (co-writer). AI was proven to play a strategic role in idea formulation, manuscript editing, reference management, and enhancing the quality of academic language. However, challenges related to ethical AI usage, academic integrity, and digital literacy remain essential areas for improvement. Overall, this training contributes to developing a productive, ethical, and sustainable digital literacy ecosystem in academia and serves as an innovative model for strengthening lecturers’ capacities toward higher education transformation in the digital era.

Digital Transformation as a Structural Enabler of Zero-Carbon Mobility: A Practice Perspective from Emerging Economies Banjarnahor, Astri Rumondang; Simarmata, Juliater
Pelita : Jurnal Penelitian, Terapan dan Aplikatif Vol. 2 No. 3 (2025): Pelita Journal October 2025
Publisher : Baca Dulu Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70550/pelita.v2i3.203

This research aims to explain how digital transformation plays a role as a structural enabler in accelerating the transition to zero-carbon mobility. This study examines the real-world practices of digital technology adoption in the sustainable transportation sector by highlighting how industry actors are navigating the challenges of decarbonization, governance, and cross-sector collaboration. This study uses a practice perspective approach, which emphasizes analysis of the empirical practices of industry players, regulators, and digital service providers. Two main case studies—Gojek and Blue Bird Group—were selected to illustrate the strategic implementation of digitalization through route optimization, fleet electrification, predictive maintenance systems, and the use of real-time telematics. The analysis was carried out qualitatively based on secondary data triangulation and literature synthesis. The results show that digitalization significantly reduces carbon intensity and improves operational efficiency, but is still faced with obstacles in the form of infrastructure inequality, initial investment costs, and digital literacy gaps. The success of the green mobility transition is proven to depend on the synergy between technological innovation, digital governance, and multi-stakeholder collaboration. These findings provide strategic implications for policymakers and industry players to design digital policies and ecosystems that are inclusive, data-driven, and aligned with the Net Zero Emission 2060 agenda. The study also expands the literature by showing how digitalization integration can strengthen sustainability capabilities in the context of emerging economies

Human resources management strategies in enhancing transportation performance and safety in Indonesia Sihombing, Sarinah; Simarmata, Juliater; Banjarnahor, Astri Rumondang; Farisyi, Sofwan; Suvittawat , Adisak
Annals of Human Resource Management Research Vol. 5 No. 2 (2025): June
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ahrmr.v5i2.3001

Purpose: This study explores the strategic role of Human Resource Management (HRM) practices training and development, performance management, and organizational innovation in improving transportation performance and safety in Indonesia, while examining the moderating effect of employee welfare amid growing digital transformation and rising safety standard demands. Methodology: A quantitative approach was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected from 360 respondents working in the land transportation sector across Indonesia through structured questionnaires. Results: The findings confirm that training and development, as well as performance management, significantly influence both organizational innovation and transportation safety. Organizational innovation also positively affects transportation performance, which in turn enhances safety. However, the moderating effect of employee welfare on the innovation–performance relationship was found to be statistically insignifican. Conclusions: High-quality HRM practices in training and performance management enhance operational performance and safety in Indonesia’s transportation sector. However, innovation’s full benefits require stronger welfare systems and integrated safety training, performance tracking, and inclusive innovation within HR strategies for workforce resilience. Limitations: This study finds employee welfare has not significantly moderated transportation performance through innovation. Most welfare initiatives remain basic and unaligned with strategic agendas, revealing a gap between employee well-being and organizational goals that may hinder long-term innovation sustainability. Contribution: This study validates the impact of training and performance management on transportation innovation and safety in developing countries, offering a framework for aligning HR strategies with digitalization and safety goals while emphasizing welfare policies that actively support innovation and performance excellence.

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