The Influence of Marketing Strategies on Generation Z’s Decision to Use Airline Services

Abstract

This research aimed to examine the influence of the marketing mix factors (7Ps), including product, price, place, promotion, people, process, and physical evidence, on airline service usage decisions among Generation Z consumers. This study employed a quantitative research approach, using a questionnaire as the primary data collection tool. A total of 400 respondents, who were Generation Z consumers with prior experience using airline services, were selected as the sample group. Data were analyzed using descriptive statistics, including percentage, mean, and standard deviation, as well as multiple regression analysis.

           The results revealed that overall marketing strategies significantly influenced the decision to use airline services among Generation Z consumers at a statistically significant level. Among the factors, process, people, and price had the highest level of influence. The findings indicate that Generation Z consumers place great importance on service quality, accessibility, and price value when choosing airline services.

           These results can be used as a guideline for airlines in planning and developing marketing strategies that align with the behaviors and needs of Generation Z consumers, ultimately enhancing competitiveness in the aviation industry.