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Abstract
Kualanamu International Airport still relies on aeronautical revenue of 80%, while non-aeronautical contributions are only 20%. This condition requires diversification of revenue sources, especially after the COVID-19 pandemic. This research aims to analyze strategies for utilizing vacant areas in Railink buildings to increase non-aeronautical revenue. The method used is a descriptive qualitative approach through observation, interviews with commercial unit managers and documentation. Data analysis was conducted using the value proposition canvas business model. The results showed that the vacant area is feasible to develop as a Commercial Lifestyle Hub that includes a children’s playground and event spaces. The potential contribution from this development is estimated to increase non-aeronautical revenue by 35-40% in five years. Key strategies include digital promotion, local collaboration and direct marketing. This optimization of non-productive assets not only strengthens the airport's financial stability, but also supports local economic growth and long-term competitiveness.
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References
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References
A. Munthe and M. Y. Asmaira, “Peranan usaha mikro, kecil, dan menengah terhadap perekonomian Indonesia,” Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi, pp. 593–614, 2023.
T. O. Athfal Aldiefa, “Analisis strategi bisnis non-aeronautika PT Angkasa Pura I Bandara Internasional Syamsudin Noor Banjarmasin,” Jurnal Bisnis dan Pembangunan, p. 63, 2023.
N. D. Fitrani, “Peluang peningkatan usaha non-aeronautical pasca pandemi COVID-19 di Bandar Udara Internasional Jenderal Ahmad Yani–Semarang,” Aviations Business and Operation Journal, 2023.
H. T. S. Harita and O. M. Helmin, “Pengaruh direct marketing dan product quality terhadap minat beli ulang pada live streaming marketing TikTok (studi pada pengguna aplikasi TikTok di Kota Medan),” Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital, pp. 171–184, 2022.
Murdyanto, Metode Penelitian Kualitatif. Indonesia, 2020.
Sendianto, “Analisis pengaruh promosi terhadap tingkat penjualan produk beserta peramalan penjualannya,” Aliansi: Jurnal Manajemen dan Bisnis, pp. 85–94, 2021.
Badan Pusat Statistik, Statistik Transportasi Udara 2023. Jakarta, Indonesia: BPS, 2023.
U. A. Khairi and N. H., “Strategi pemasaran dan posisi target sebagai kunci keberhasilan bisnis,” Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah, pp. 9–17, 2024.
S. Wardani, “Analisis strategis komunikasi pemasaran dalam meningkatkan kinerja ekonomi perusahaan,” Jurnal Ilmiah Manajemen Profetik, pp. 76–80, 2023.