Abstract
As a response to overcapacity issue at Soekarno-Hatta International Airport, the government is recently planning on building larger terminal buildings to transport passengers. However, in designing an excellent terminal building, one should not only consider how to process passengers in the most efficient way, but also how facility-based environmental cues, or atmospheric cues, affect consumers’ emotional state and shopping behavior. This research aims at examining passenger preferences towards atmospheric cues in airport shopping area and proposing a shopping area design based on consumer preferences. Choice-based conjoint was conducted towards 500 passengers at Soekarno-Hatta International Airport. Research findings suggested that there is a significant correlation between atmospheric cues and consumers’ purchase intention in airport shopping area. Passengers prefer a shopping area with high in-store visibility, cool colors for window display, floors, wall, and ceiling, and bright lighting for airport hallway. This research also concludes that Socio-economic Status (SES) affects passengers’ preferences.
Highlights
Among 189 airports operating in Indonesia, Soekarno-Hatta International Airport (SHIA) recorded the highest airport passenger traffic in Indonesia
SHIA was still ranked the 57th for world’s best airport according to Airports Council International. This indicates that passenger traffic in SHIA does not offset the service quality
Data obtained from questionnaires were processed using XLSTAT software
Summary
Among 189 airports operating in Indonesia, Soekarno-Hatta International Airport (SHIA) recorded the highest airport passenger traffic in Indonesia. SHIA occupies the 8th position in world's busiest airports acording to Skytrax. SHIA was still ranked the 57th for world’s best airport according to Airports Council International. This indicates that passenger traffic in SHIA does not offset the service quality. According to DKMA, airport service quality may affect the airport’s total commercial revenues. Airport commercial revenues are considered critical because they contribute to approximately 50% of total revenues, dominated by retail activities which account for 22% of total commercial revenues [1]. As the busiest airport in Indonesia, SHIA has not been able to achieve its commercial revenues target yet
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