Garuda Indonesia Airlines: Providing Emotional Experience to Retain Customer Loyalty

In the past, economics activities focused on selling products to get optimal benefits. Nowadays economics activities emphasize on customer orientation by building good relationship with customers. So choosing the right strategy in establising this relationship is very important. Garuda Indonesian Airlines (GIA) has tried hard to maintain its customers� retention by improving its strategy. This paper is undertaken to find the development strategy of emotional branding on customer loyalty of Garuda Indonesia Airlines based on four basic concepts of emotional branding: relation, sensorial experience, imagination, and vision. A quantitative method and purposive sampling technique are used in this research. To analyze the data, the writers use a multiple linear regression analysis. The results show that sensorial experience, imagination, and vision have significant influences on consumer loyalty, whereas relation does not have a significant influence on consumer loyalty