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All Journal INTELEKTIVA Jurnal Pelayanan dan Pengabdian Masyarakat Indonesia
Imam Ozali
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Religion Arts Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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STRATEGI PEMASARAN CITILINK DALAM MEMENANGKAN PERSAINGAN DI PASAR INDONESIA Imam Ozali; Charles AN; Yana Tatiana
JURNAL EKONOMI, SOSIAL & HUMANIORA Vol 7 No 02 (2025): INTELEKTIVA : JURNAL EKONOMI, SOSIAL DAN HUMANIORA - EDISI MEI -AGUSTUS 2025
Publisher : KULTURA DIGITAL MEDIA ( Research and Academic Publication Consulting )

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Abstract

The Indonesian domestic aviation industry continues to experience significant growth in line with increasing public mobility and expanding regional access. Citilink, a subsidiary of Garuda Indonesia operating as a low-cost carrier (LCC), strives to strengthen its national market share through the implementation of adaptive and innovative marketing strategies. This study aims to analyze Citilink's marketing strategy to win the Indonesian domestic aviation market competition in 2024. Using a qualitative approach and descriptive methods, data were collected through interviews with Citilink management, observations in various operational areas, and secondary document reviews. The results show that Citilink consistently applies the marketing mix (7Ps) covering product, price, place, promotion, people, process, and physical evidence. Competitive pricing strategies, aggressive digital promotional campaigns, and collaboration with various industrial sectors and local governments are key to expanding market reach. Citilink positions itself as a "Smart Value Airline" that prioritizes a combination of affordable prices and quality service. Challenges faced include limited infrastructure, intense price competition, and public perception of LCC airline services. This study concludes that Citilink's marketing strategy is generally relevant to the characteristics of the Indonesian market and capable of enhancing its national competitiveness. These findings are expected to serve as a strategic reference for industry players and contribute to academics' development of aviation marketing studies.
Penguatan Kapasitas SDM Logistik Berbasis Artificial Intelligence dan Internet of Things pada Jasa Pengiriman Barang di Bandara Soekarno-Hatta Astri Rumondang Banjarnahor; Juliater Simarmata; Imam Ozali; Sinung Tri Nugroho; Agus Nugroho
Jurnal Pelayanan dan Pengabdian Masyarakat Indonesia Vol. 5 No. 2 (2026): Juni : Jurnal Pelayanan dan Pengabdian Masyarakat Indonesia
Publisher : Sekolah Tinggi Ilmu Administrasi Yappi Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jppmi.v5i2.2800

Abstract

This community service study was motivated by the low digital literacy of logistics human resources, frequent address errors, inefficient sorting processes, and weak operational monitoring in freight delivery services at Soekarno-Hatta Airport. The study aimed to improve the capacity of logistics personnel in utilizing Artificial Intelligence (AI) and Internet of Things (IoT) technologies to support faster, more accurate, and data-driven distribution services. The method used was a participatory capacity-building approach consisting of five stages: needs assessment, module development, training implementation, intensive mentoring, and sustainability evaluation. The program involved logistics personnel through interactive learning, practical simulations, case-based discussions, and continuous technical assistance to ensure effective technology adoption in daily operations. The results emphasized substantial improvements in digital system understanding from 40% to 88%, data management skills from 35% to 85%, and confidence in using technology from 45% to 90%. Operational performance also improved, as address errors decreased from 15% to 6%, reattempts from 18% to 8%, sorting speed increased by 30%, and on-time delivery rose from 78% to 92%. Thus, this training model can be replicated sustainably in similar logistics sectors.
Co-Authors agus Nugroho Banjarnahor, Astri Rumondang Charles AN Juliater Simarmata Sinung Tri Nugroho Yana Tatiana