Publication Search

This study explores the strategic use of garbarata as an advertising medium at Minangkabau International Airport, Padang. The garbarata, which is a connecting bridge between the terminal and the aircraft, has great potential as an exclusive advertising space and has high exposure to passengers. However, this potential has not been optimally maximized. This study uses a qualitative approach with a case study method. Data collection was conducted through in-depth interviews with airport management, direct observation of the garbarata conditions, and analysis of documentation related to advertising policies and non-aeronautical asset management. The results of the study indicate that there are several main obstacles in the use of garbarata as a promotional medium. These obstacles include minimal promotional activities to potential advertisers, unclear pricing systems for advertising space rentals, lack of collaboration with advertising agencies, and limitations in the provision of design services and visual creativity. This has led to low interest of companies in utilizing this media as part of their marketing strategy. To overcome these problems, this study proposes several development strategies, including: increasing active and planned promotional activities, setting flexible and competitive rental prices, strategic collaboration with professional advertising agencies, and providing creative design services to support the effectiveness of advertising messages. This strategy is expected to attract more companies to advertise on the aerobridge, thereby increasing the airport's non-aeronautical revenue. With proper optimization, the aerobridge will not only serve as a functional passenger facility but can also transform into a strategic asset supporting the airport's sustainable commercial development and creating added value for both the operator and its business partners.

There are many facilities provided by airport organizers to support passenger comfort. In this case, in particular, are the facilities provided to make it easier for passengers to get to and from the plane to the arrival terminal. The use of garbarata plays an important role in services with the aim of providing comfort and satisfaction for passengers, so that passengers do not need to get off the runway and walk far from the plane to the arrival terminal or from the departure terminal to the plane. This study aims to determine whether there is an effect of the use of garbarata and how much influence it has on passenger satisfaction at Depati Amir Pangkal Pinang Airport. The population of this study was 16,727 respondents with 100 samples and data processing using SPSS (Statistical Program for Social Science). This study uses a quantitative approach based on statistical information, the reason researchers use a quantitative approach in this study is because the data that is the object of this study is the processing result of filling out the questionnaire. The results of the research that has been discussed, we can conclude that the sig value of Garbarata Facilities (X) on Passenger Satisfaction (Y) is 0.000 <0.05 so it can be concluded that Ho is rejected, then there is a significant influence between one variable of garbarata facilities (X) on passenger satisfaction variable (Y). Garbarata Facility variable contributes 0.703 or 70.3% to passenger satisfaction and the remaining 29.7% is influenced by other factors.