Main Article Content
Abstract
This study aims to develop a conceptual model of airline marketing strategies oriented toward experience and sustainability in enhancing Generation Z’s purchase intention. Changes in consumer behavior, particularly among Generation Z, indicate that purchasing decisions are no longer solely based on price and functional service attributes, but also on the quality of experience and the company’s commitment to environmental and social sustainability. This research employs a qualitative approach using a library research method. Data were obtained from relevant books and scholarly journal articles related to service marketing, customer experience, sustainability marketing, and consumer behavior. The analysis was conducted through content analysis by identifying, categorizing, and synthesizing key concepts derived from the reviewed literature. The findings suggest that experience-oriented marketing strategies contribute to building emotional attachment and perceived value, while sustainability-oriented strategies enhance corporate image and consumer trust. The integration of these two strategic approaches forms a comprehensive conceptual model capable of increasing Generation Z’s purchase intention in the airline industry. This study provides theoretical contributions to value-based marketing model development and offers managerial implications for airline management in designing strategies aligned with the characteristics of younger consumers.