Gamification as a marketing strategy for Garuda Indonesia loyalty program

Donafeby Widyani
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Donafeby Widyani: Macquarie Business School, Macquarie University, Balaclava Road, North Ryde, NSW, 2109. Australia. Postal address: Macquarie University, NSW, 2109, Australia

International Journal of Research in Business and Social Science (2147-4478), 2021, vol. 10, issue 7, 418-422

Abstract: This paper addresses issues about how gamification can provide a breakthrough marketing strategy for Garuda Indonesia Loyalty Program. Garuda Indonesia is a well-known national airline in Indonesia. However, the survey found that the Garuda Indonesia loyalty program and does not attractive enough for consumers. Garuda Indonesia should maintain its loyalty program to attract more consumers. Moreover, the frequent flyer program is one way to differentiate the products offered by an airline from other competitors. Answering that phenomenon, Garuda Indonesia launched a mobile application that has several offers for consumers. However, Consumers still tend to choose other mobile applications. Garuda Indonesia’s marketer should encourage consumers to use the mobile application with the loyalty program inside the mobile application. The study suggests that Garuda Indonesia can add the gamification concept to the Garuda Indonesia Mobile application to increase loyalty to GarudaMiles users. Key Words:Gamification, loyalty program, garuda indonesia, marketing

Date: 2021
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