Pantun as Brand Recall in Citilink Airline

DOI

10.2991/assehr.k.201230.049How to use a DOI?

Keywords

Pantun, Brand recall, Customers’ memorable experience, Airline’s brand

Abstract

To make people remember something is not an easy thing. In marketing, words are used as the power of branding. One of the airlines in Indonesia has a unique way of brand recall. This research is aimed at finding the use of literary work and technique of the airline’s marketing. The method used in this research is descriptive qualitative, library research and data analysis. Recorded utterances and transcripts were collected and analyzed. By observing the provided data, the subject and object of research are taken. Finally, the result of this research is a description of the using of literary work into inflight passenger announcement. Pantun is attached to the announcement which create a unique and memorable experience for customers. By implementing the strategy of using Pantun in flights, Citilink airline will optimistically generate emotional bonding beyond company-customers relationship. It would also keep up the loyal customers’ trust to the airline to make it more successful.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Zakiah Norma Yustisiani
PY  - 2020
DA  - 2020/12/31
TI  - Pantun as Brand Recall in Citilink Airline
BT  - Proceedings of the 1st International Conference on Folklore, Language, Education and Exhibition (ICOFLEX 2019)
PB  - Atlantis Press
SP  - 260
EP  - 264
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201230.049
DO  - 10.2991/assehr.k.201230.049
ID  - Yustisiani2020
ER  -