THE REVITALIZATION OF BRAND IMAGE OF LOW COST AIRLINES: A SURVEY OF WORKING PEOPLE IN INDONESIA

Abstract

This study explored factors which influencing the revitalization of brand image of low cost airlines in Indonesia that is perceived negatively by Indonesian people because of various incidents and accidents that often happen to low cost airline in Indonesia such as Air Asia, Citilink, Lion Air and Tigerair Mandala. While overall brand perceptions play so many important roles in influencing consumer perceptions of low cost airline in Indonesia. This study analyzed and argued brand revitalization is comprised of improvement of brand image. Warranty program, advertising communications, innovative product improvements, third-party appraisals, reliability aspects, tangible aspects are hypothesis to play role in revitalizing of brand image of low cost airline in Indonesia which plagued by negative perceptions. The sample of 300 respondents is consists of 45% of male and 55% of female respondents. This study method used both factor analysis and multiple regressions. According to the results, the revitalization brand image of low cost airline in Indonesia is positively influenced by warranty program, advertising communication, third-party appraisals and reliability aspects, which advertising communication is the most significance variable influencing toward the revitalization of brand image of low cost airlines in Indonesia.