The Effect of Corporate Re-branding on Purchase Intention through The Brand Image of PT Pelita Air Service

PT Pelita Air Service or PT PAS is a subsidiary of PT Pertamina (Persero) in aviation. In 2018, PT PAS changed its company logo. It is one of the corporate re-branding strategies that aimed to create a good brand image to increase the various services' purchase intention. This study aims to determine the effect of corporate re-branding on purchase intention through the brand image of PT PAS. This study used a quantitative associative approach with the survey method. Based on the sampling method, namely purposive sampling, the survey was performed on 97 respondents who knew about PT PAS. The results showed a direct and significant impact between corporate re-branding on purchase intention through the brand image of PT PAS with 0.375. Meanwhile, the direct effect of corporate re-branding on purchase intention is -0.083. Brand image becomes a mediator between corporate re-branding in increasing its influence on purchase intention. This research is expected to be a reference for PT PAS in evaluating its corporate re-branding strategy to form a better brand image and subsequently increase purchase intention for the services it offers.


Introduction
The need for goods and passenger transportation services with flexible schedules and destinations, queue-free, and customized cabin services impact increasing the charter flight business. The Chairperson of the Indonesian National Air Carriers Association (INACA), in 2013, stated that "the unscheduled aviation business, including the charter flight business in Indonesia, had a 5% market share of all national aviation services" (Sandy, 2014). The high demand for aircraft leases has increased the number of unscheduled airlines in Indonesia. In 2017, INACA noted that there were 48 unscheduled airlines in Indonesia. Twenty airlines are members of INACA; one of them is PT Pelita Air Service ( [INACA] Indonesia National Air Carriers Association, 2017).
PT Pelita Air Service, also known as "Pelita Air" or "PAS," is a subsidiary of the state-owned company (BUMN) PT Pertamina (Persero), which is engaged in the aviation services sector began operating in 1970. During the past 49 years, PT PAS changed its logo (re-branding) twice (S. D. Diapari, personal interview, November 1, 2019). The latest logo change was made on March 12, 2018 ( [PAS] PT Pelita Air Service, 2018) ( Figure 1).

Figure 1. PT Pelita Air Service logo (2018-present)
The re-branding strategy undertaken by PT PAS aims to "refresh" or improve its brand image and support the company's new strategic direction (V. Silviana, personal interview, June 24, 2020). PT PAS strives to embed an image that promotes the best operations and performance with this re-branding strategy. This includes fulfilling the high demand from consumers for operational services, especially on-time departures, contractual performance, and good experiences that consumers experience when using PT PAS fleets (S. D. Diapari, personal interview, November 1, 2019). The company wants to portray this image well to align with its vision, mission, and values ( Figure 2). Based on these data, it is known that there is an increase and decreases in the net profit of PT PAS ([PAS] PT Pelita Air Service, 2019). In 2019, PT PAS's profit increased by 257.19% from the previous period ( [PAS] PT Pelita Air Service, 2019). Based on PT PAS customer data for the 2015-2019 period, there are 52 institutions and one individual who use aircraft rental services, both for a long term and spot charters (short-term leases for a certain period) (M. A. Hutomo, personal interview, October 22, 2019). From these data, it can be seen that PT PAS's purchase intention in institutional customers (business to business) is still higher than individuals (business to customer). This is what underlies this research. The commercialization of Tanjung Warukin Airport in 2018 by PT Pertamina (Persero) in collaboration with PT PAS is also a background to find out how much individual purchase intention and whether the corporate rebranding strategy that is being carried out affects the brand image and public purchase intention.
This research is essential to test whether the change in the PT Pelita Air Service logo had a significant effect on purchase intention through the brand image formed in the community. However, no study is conducted to determine the effect of corporate rebranding on purchase intention, either directly or through the brand image as an intervening variable. So, it is hoped that this study's results can be a reference for PT Pelita Air Service in evaluating the strategies implemented and becoming a consideration for strategies that will be carried out in the future.
Based on the background of the problem, research problems can be formulated, namely whether there is an effect of corporate re-branding on PT Pelita Air Service? Is there an effect of brand image on the purchase intention of PT Pelita Air Service? Is there a direct effect of corporate re-branding on the purchase intention of PT Pelita Air Service? Is there an effect of corporate re-branding on purchase intention through the brand image of PT Pelita Air Service?
The purpose of this study was to examine the influence of corporate re-branding on the brand image of PT Pelita Air Service, examine the influence of brand image in shaping the purchase intention of PT Pelita Air Service, to examine the direct effect of corporate re-branding on the purchase intention of PT Pelita Air Service, and to examine the influence of corporate re-branding on purchase intention through the brand image of PT Pelita Air Service.
The contributions to knowledge that expected to be obtained from this research are (1) helping the development of communication science, especially in marketing communication science, (2) become a reference for researchers who will conduct studies on the influence of corporate re-branding on purchase intention through the brand image to solve problems, achieve predetermined objectives, and goals, (3) that all stages and the results of the research obtained can broaden the horizons and at the same time gain empirical knowledge regarding the corporate re-branding strategy, brand image and purchase intention of a company.

Literature Review
This study used the concept of the brand, branding, corporate re-branding, brand image, and purchase intention. Corporate re-branding is the independent variable (variable X), brand image is the intervening variable (variable Y), and purchase intention is the dependent variable (variable Z) of this study.

Corporate Re-branding
Re-branding is the activity of creating a new name, term, symbol, design, or a combination of all of them for one brand to develop or form a new position for the brand in stakeholders and competitors (Muzellec & Lambkin in Winata & Andjarwati, 2019). Corporate Visual Identity (CVI) changes positively affected CVI appreciation and identity/image (Bolhuis, de Jong, & van den Bosch, 2018). It is accordance with the study conducted by Andriani and Anandita (2019), the logo re-branding process had raised the image in the community.
Furthermore, in his study, Todor (2014) concluded re-branding is a problematic strategy for a corporation because a company needs to rethink a clear and precise image and brand positioning so that customers can quickly adapt to the renewal made by a brand. According to Ing (2016), the corporate re-branding strategy must consider the differences in cognition and behavioral intentions.
Based on the study written by Yuliani, Dida, and Nastiti (2020), it is also known that the branding was a success because of using relevant taglines through advertising, marketing, public relations, and special events. Meanwhile, Zubaedah (2018) found that one of the most widely used promotional tools in introducing and informing re-branding is through the internet.
To achieve a successful corporate re-branding, a company must pay attention to several dimensions, such as brand repositioning, brand renaming, brand redesign, and brand relaunching (recommunicating) (Goi Mei Teh in Suryawardani & Mariastuti, 2015). However, based on PT Pelita Air Service's corporate re-branding strategy, only three activities were carried out: repositioning, redesigning, and relaunching.
According to Keller in Evanita, Andriani, and Trinada (2016), repositioning changes the company's image to obtain new values and positions in stakeholders' minds. Then, redesigning is changes to the company name, slogan, and logo that carried out thoroughly on all elements of the company, such as office supplies, brochures, advertisements, annual reports, offices, and delivery cars, which are real manifestations of the position that the company wants. Last, relaunching is done by communicating to stakeholders to create awareness about the new name, slogan, or logo and facilitate the adoption process for the changes made.

Brand Image
According to Hidayati et al., in Anggriani (2019), stating brand image is an essential thing from a brand that has a broad consumer. Meanwhile, according to Kotler and Keller (2012, p.G1), "brand image is the perception and belief held by consumers, as reflected in the associations that exist in consumer memories." So, it can be concluded that brand image is the perception of a particular brand that results from the process of brand association in consumers' minds. According to a study conducted by Hidayati, Suharyono, and Fanani (2013), brand image dimensions are maker image, user image, and product image. According to Keller (2013), the dimensions of a brand image used in this study are (1) strength of the brand association is a description of how information enters the consumer's mind. The more consumers get information and connect it to brand knowledge, the stronger the brand association will be formed. Next, (2) favorability of brand association is a description of the attributes and benefits provided by the brand, which can meet consumers' needs and desires. To create a positive attitude towards the brand. Last, (3) uniqueness of brand association is the competitive advantage of a sustainable brand and makes consumers interested in buying a product.
Brand image can also be influenced by brand personality (Budi, 2010); service quality (Sari, 2019); marketing communication, product characteristics, and internal brand strength (Barbu, 2016). On the other side, the efforts to align the brand identity and brand image are negatively affected by consumers' attitudes and their experience with the brand (Barbu, 2016). Based on the research results of Margaretha, Widayatmoko, and Pribadi (2012), the complexity of a product or a brand can approach the consumers through more personal and one-to-one communication so that they can build the desired brand image. This can be a reference for PT PAS, which also has niche consumers to maximize more personal communication activities with its customers.
Brand image positively affected purchase intention (Lee & Lee, 2018). Wang and Tsai (2014) found that the brand image can improve quality, increasing the perceived value to form high purchase intention. According to a study conducted by Hermawan, Abdullah, and Purwati (2016), brand image had a positive relationship with consumer purchase intention. A study by Lin (2013) shows that brand image presents positive effects on the possibility of buying, considered purchase product, and recommending friends for buying as the dimensions of purchase intention. Brand image, perceived quality, and promotion simultaneously significantly affected purchase intention (Arifin & Fachrodji, 2015). Brand image can also be a mediator between CSR, celebrity endorsement, trust, public relations, quality, and online purchase intention (Tariq & Shaikh, 2020). Meanwhile, Setiawan, Aryanto, and Andriyansah (2017) found that the brand image is positively related but not significant to the interest of buying.
According to a study conducted by Kim and Chao (2019), brand image had a direct and significant effect on purchase intention, especially for the low involvement product category. However, brand image is also one-factor affecting consumers' purchase intention of condominiums in Bangkok (Wonggotwarin & Kim, 2017). Meanwhile, according to Maknunah and Rachmat (2020), not all brand images had a positive and significant effect because based on their findings, it is stated that they had a positive but insignificant influence of brand image on the purchase intention. The brand image positively influences the purchase intention of Instagram's users, so Instagram can become a media to communicate the brand image PT PAS (Yunus, Md Ariff, Mohd Som, Zakuan, & Sulaiman, 2016).

Purchase Intention
According to Mowen in Randi, 2016, purchase intention is a person's willingness and trust in a brand so that an intention to buy a product is formed. Purchasing intention can predict a purchase, but it is not certain that someone will make a purchase.
Dimension of purchase intention based on Schiffman and Kanuk (in Randi, 2016) are (1) interested in finding information about a product is consumers who are aroused by their needs will be motivated to seek more information about the product; then, (2) considering to buy means after gathering information, consumers learn about the features of a particular brand and search for information about other brands that compete with that brand; next, (3) interested in trying means consumers will look for certain benefits from the various brand alternatives that have been studied because they are interested with the brand; (4) wanting to know the product means after having an interest in trying a product, consumers have a desire to see the product because they feel that the brand can satisfy consumer needs and desires; (5) wanting to own a product means after consumer feel that the brand can satisfy their needs and desires, then an intention is formed to buy or use a preferred product. However, in this study, all of these indicators are intended to measure the purchase intention of PT Pelita Air Service's services.
The difference between this research and the previous research is that first, there is still no research conducted to determine the effect of company re-branding on purchase intention through brand image. Based on pre-research data, it is known that PT PAS or other external parties have never conducted research or surveys on the variables in this study (S. D. Diapari, personal interview, November 1, 2019). Furthermore, the object of this study is different than the previous research which is aviation company.
The hypotheses of this study are (1) there is an influence of corporate re-branding on the brand image of PT Pelita Air Service, (2) there is an influence of brand image on the purchase intention of PT Pelita Air Service, (3) there is a direct influence of corporate re-branding on the purchase intention of PT Pelita Air Service, and (4) there is an effect of corporate re-branding on purchase intention through the brand image of PT Pelita Air Service (Figure 3). Based on these hypotheses, the following research framework was formed:

Participants
This research uses a quantitative associative approach with survey method. This study is conducted from May-August 2020 using online questionnaire, namely Google Form. Respondents of this study are classified using purposive sampling with criteria individuals who know PT Pelita Air Service with an unlimited number. The sampling technique for this study used the Wibisono formula with an error rate of 5%. The number of this study population is relatively large and unlimited and cannot be identified with certainty. So that the number of respondents obtained from this study is 97 people. Data collection techniques used in this study are primary and secondary data. The primary data used is a closed questionnaire because its number is quite large and spread over a wide area. It is expected to make it easier for respondents to answer questions and save time and research costs. Next, the secondary data used in this study H3 H4 came from the annual reports and website of PT Pelita Air Service, annual reports and the INACA website, books, journal articles, and articles on relevant news portals with the aim of deepening understanding and obtaining additional information related to this research.

Measurement
Data was collected using a set of questionnaires. The questions in the questionnaire are semi-open and closed. The answer of the questions is made on a Likert scale consisting of strongly disagree (1), disagree (2), indifferent (3), agree (4), and strongly agree (5). The questionnaires were done through the online form. This study's data were tested using descriptive analysis, normality test, and path analysis to answer the research problem using SPSS 24. Before entering the core statement, the researcher gave several filter questions related to respondent personal data and knowledge about PT PAS to make it easier for researchers to sort out respondents according to sample qualifications (Table 1).

Validity Test
The validity test aims to test the selected research instrument, whether it has accuracy and accuracy, to measure what should be measured (Suliyanto, 2018). A research instrument is valid if conform the following validity test criteria (Suliyanto, 2018): a. Product moment coefficient (r-count) > r-table (α ; n-2) b. Sig value ≤ α It is known that 11 statements from the corporate re-branding variable (X) are valid. So that all of these statements can be used as a measuring tool for the corporate re-branding variable (X). One statement from the brand image variable (Y) is invalid and 22 other statements are valid, also one statement from the purchase intention variable (Z) is invalid and 12 other statements are valid (Author's Analysis, 2020). So that 45 statement items can be used in this research questionnaire.

Reliability Test
Reliability test basically aims to measure the reliability of the instrument. A measurement is reliable if it gives constant results. The measurement results can be trusted if relatively the same results are obtained after several tests are carried out on the same object (Suliyanto, 2018).
A research instrument is high reliable if the alpha value (reliability coefficient) is more than 0.6 (Martono, 2016). The higher the alpha value (close to 1), the more reliable the research instrument's questions or statements are, and vice versa (Santos in Martono, 2016) (Table 2).  Table 3 shows the description of respondent characteristics in this study. The social-economic status of all respondents was A (100%). 100% of respondents known PT PAS, but 27,8% were PT PAS users, and 72,2% were not PT PAS users. Most respondents have known PT PAS from their relatives (33%), other media such as aircraft community (25%), search engine (18%), the website of PT PAS (11%), Instagram of PT PAS (10%), Facebook of PT PAS (2%), and Twitter of PT PAS (1%). 61,9% of respondents have seen the old logo, and 76,3% have seen the PT PAS's new logo. Based on the frequency of seeing the new logo of PT PAS, the proportion of respondents was saw less than 1 time (29%), 1-2 times (29%), 3-4 times (17%), 5-6 times (6%), and more than 6 times (19%).

Descriptive Analysis
This study's descriptive analysis uses the interval scale formula or scale range in Suliyanto (2018), namely from 1 to 5. Based on the average value of the "repositioning" dimension equal to 3.617; respondents agreed that the logo change made by PT PAS was in accordance with its vision, mission, and values. This may reflect that the logo change strategy carried out by PT PAS had succeeded in creating an unique differentiation in the minds of customers so that a better brand image can be formed (Table 4). The average of the "redesign" dimension is the highest among other corporate rebranding dimensions, which is equal to 3.815. So it can be interpreted that the average respondents agreed or realized the addition of the word "Service", changes in the shape of the logo, and the placement of the new PT PAS logo on various company elements.
The average value in the "relaunch" dimension is 3.180, which means that respondents doubted the communication activities carried out by PT PAS related to the logo change. This requires more attention so that all stages of corporate re-branding carried out by PT PAS can be done properly. So that stakeholders aware of the corporate re-branding strategy that had been implemented (Table 5). The dimension of "strength of brand association" had an average of 3.441. It can be interpreted that the respondents agreed that the relevance and consistency of PT PAS in conveying brand attributes and brand benefits is a factor that strengthened their relationship to PT PAS. The average value of the dimension of "favorability of brand association" is 3.659. It can be stated that respondents agreed that the description of the attributes and benefits presented can create a positive attitude towards PT PAS (Keller, 2013). The dimension of "uniqueness of brand association" had an average value of 3.822. So respondents agreed that the new PT PAS logo had characteristics that make consumers interested in using PT PAS services (Table 6). The "interested in seeking information" dimension had an average of 3.737. Respondents agreed to seek information about PT PAS, either through reading materials or by relatives. Respondents also learned about the various services offered by PT PAS. The "considering to buy" dimension had an average value of 3.697. The respondents agreed to choose PT PAS after studying and comparing PT PAS features with its competitors. In addition to features, benefits are also a consideration for consumers to try the PT PAS services. This can be seen in the average value of the dimension "interested in trying", which is equal to 3.865.
The average value of the "want to know services" dimension is 3.887. It can be stated that the respondents agreed that after being interested in trying, the respondent will try to view the services of PT PAS as a collection of attributes that provide benefits to meet their needs and desires. So that respondents will be more familiar with the services offered before buying them.
The average value of the "want to buy services" dimension is 3.940. At this stage, the respondents agreed that they will pay great attention to the attributes that provide the particular benefits they are looking for. So, that it will form an intention to use the services of PT PAS.

Normality Test
Based on the graphical and statistical analysis of Skewness and Kurtosis, it is known that the data in this study were normally distributed so that this research can use parametric statistical analysis in data analysis techniques, which include the t-test, Ftest, and path analysis.

Path Analysis
Researchers used path analysis to determine corporate re-branding's contribution to purchase intention, either directly or indirectly through brand image as the intervening variable.

Path Analysis Model 1
The path coefficient value ρyx is obtained from the beta value in the standardized coefficients column through the t-test or partial test. The t-test aims to determine one independent variable's effect on the dependent variable by assuming the other independent variables are constant (Table 7). Decision-making criteria: a.
It can be concluded that corporate re-branding (X) had a significant effect on the brand image (Y) and the path coefficient (ρyx) of model 1 is 0.684 (Table 8). The value of R square is used to determine the percentage of the independent variable's influence on the dependent variable. The value of R square can be found in the Model Summary table. The value of R square in the path analysis model 1 is 0.467. ρy ε1 = √1 -R 2 yx ρy ε1 = √1 -0.467 ρy ε1 = √0.533 ρy ε1 = 0.730 It can be interpreted that the brand image is influenced by 0.730 by other factors (Figure 4). So, the structural equation model-1 and the path coefficient model-1 diagram are as follows: Y = ρyx X + ρy ε1 Y = 0.684 X + 0.730 ε1

Path Analysis Model 2
The F test aims to determine the effect of all independent variables on the dependent variable simultaneously or thoroughly. The F-count value can be found by referring to column F in the ANOVA table (variance analysis technique) (Table 9). Decision-making criteria: a.
It can be concluded that corporate re-branding (X) and brand image (Y) had a significant and simultaneous effect on purchase intention (Z) and the path coefficient (ρ 2 zyx) model 2 is 0.381 which is obtained from Table 10. Thus, partial testing can be done. The path coefficient values ρzx and ρzy are obtained from the Beta values in the Standardized Coefficients column through the t statistical test or partial test. The t-test aims to determine one independent variable's effect on the dependent variable by assuming the other independent variables are constant.
(A) Variable X to Z Decision-making criteria: a.
It can be concluded that corporate re-branding (X) had no significant effect on purchase intention (Z) and the path coefficient (ρzx) of model 2 is -0.083.
It can be concluded that brand image (Y) had a significant effect on purchase intention (Z) and the path coefficient (ρzy) of model 2 is 0.670 (Table 11). The value of R square is used to determine the percentage of the independent variable's influence on the dependent variable. The value of R square in the path analysis model 2 is 0.381. So that the value of ρz ε2 is as follows: ρz ε2 = √1 -R 2 yx ρz ε2 = √1 -0.381 ρz ε2 = √0.619 ρz ε2 = 0.787 It can be interpreted that the purchase intention variable is influenced by 0.787 by other factors (Figure 5). So, the structural equation model-2 and the path coefficient model-2 diagram are as follows: Z = ρzx X + ρzy Y + ρz ε2 Z = -0.083 X + 0.670 Y + 0.787 ε2  Simultaneous contribution of corporate re-branding (X) and brand image (Y) which directly affects purchase intention (Z) is 38.1% and 61.9% is influenced by other factors which were not examined in this study.

Discussion
This study showed that the corporate re-branding had a significant influence on the brand image of PT Pelita Air Service. This result indicated that re-branding is an activity to form a new position and a positive reputation for a brand in stakeholders and competitors' minds. This research was supported by a research conducted by Aspizain (2016), which stated that corporate re-branding has a significant effect on company image. The result is also supported by the new logo's awareness percentage, which is higher than the old logo. It indicated that the corporate re-branding strategy carried out by PT PAS is recognized by respondents and is considered to represent the company's vision, mission, and values.
The result showed that the corporate re-branding did not have a direct and significant effect on purchase intention. This result consistent with the concept of rebranding, where often the initial response to re-branding is negative and can cause loss of brand recognition and loyalty that had been attached to old branding (Keller, 2013). So that companies should not move too quickly in re-branding (Keller, 2013). This result also supported by Todor (2014), which stated that re-branding is a difficult strategy.
The result showed that the brand image had a direct and significant effect on purchase intention. Creating a positive brand image in the minds of the public can make it easier for PT PAS to communicate with the public. The result of this study is supported by Hung (2018), who found that more positive brand image produces a good perception and will increase consumers' purchase intention. This study also complements the results of Kim and Chao (2019), which stated that brand image affects the purchase intention of low-involvement products. From the result of this study, it is known that brand image also affects high-involvement products' purchase intention. However, these results are different from the statements of Maknunah and Rachmat (2020). Not all brand images have a positive and significant effect, because based on their findings, they have a positive but insignificant effect.
The result showed that the direct effect of corporate re-branding on purchase intention is lower than the indirect effect of corporate re-branding on purchase intention through the brand image. Based on this result, it can be interpreted that brand image becomes a mediator between corporate re-branding and purchase intention. It can be concluded that the corporate re-branding carried out by PT PAS can create a strength of brand association, favorability of brand association. Uniqueness of brand which represented through the brand attributes and brand benefits that can meet the needs and desires of the public so that purchase intention can be formed to use the services offered by PT PAS. Keller in Suryawardani and Mariastuti, 2015, if the corporate re-branding strategy is successful, it will have a good impact on brand acuity (brand awareness and brand image) which can increase the number of sales and the frequency of consumption.
The limitation of this study includes the sample used, namely people who known PT Pelita Air Service. Most of the samples knew PT PAS but not a user or consumer of the brand. This can lead to this research being unable to fully explain the effect of corporate re-branding on purchase intention through brand image from the consumer or user PT PAS perspectives. The questionnaire is distributed using semi-open and closeend questions to not communicate things outside the questions provided. This causes the data from the research to be general in nature and not in-depth. This research is also limited to the corporate re-branding and brand image variables so that this research has not been able to fully describe all the factors that can influence purchase intention.

Conclusion
Brand image is the perception of a particular brand that results from the process of brand association in consumers' minds. The brand image was direct and significantly influenced by corporate re-branding. Purchase intention also direct and significantly influenced by brand image. Meanwhile, based on Path Analysis, there is no direct and significant effect of corporate re-branding on purchase intention. But there is a significant effect of corporate re-branding on purchase intention through brand image. This proves that brand image can be a mediator to increase the influence of corporate re-branding on purchase intention.
It can be concluded that the company re-branding run by PT PAS can create the strength of a brand association, the favorability of a brand association. The uniqueness of a brand association has become brand attributes and brand benefits that can meet the needs and desires of the public so that interest can be formed to use PT PAS's services.

Recommendation
Based on the study, managerial implications that can be considered by PT Pelita Air Service in implementing corporate re-branding to create positive brand image. That can influence the purchase intention: relevance and consistency in conveying messages, especially related to the corporate re-branding strategy carried out (to maximize relaunch dimension). This recommendation PT PAS also needs to optimize its website and various social media platforms, such as Instagram, Twitter, Facebook, and LinkedIn, to get more awareness and convey information related to its activities to the public more quickly. PT PAS can also communicate its re-branding through community relations. Based on 25% of respondents having been known PT PAS from other media, such as the aviation or aircraft community. The community relations that PT PAS can conduct is company visits, where the target market can visit and even experience the services and products offered so that a positive brand image can be formed and is expected to increase the purchase intention for the product and services offered by PT PAS. In strengthening and displaying the uniqueness of its new logo, researchers suggest that PT PAS use the logo's color and shape in every communication element of the company and posted content on social media, both for internal and external parties. PT PAS can also convey the advantages of the products and services offered to form a positive brand image. This is based on the "strength of brand association" dimension, which had the lowest average value among other brand image variables.
The "consider to buy" dimension had the lowest average value among other purchase intention dimensions. So, PT PAS needs to optimize the communication related to products, services, and promotions to its target market through various media. Moreover, with the opening of Tanjung Warukin as an airport for commercial flights, PT PAS needs to convey prices and how to buy airplane tickets transparently. That way, the public's purchase intention in flights to and from Tanjung Warukin can be formed, followed by increased public consideration for using PT PAS services compared to competitors.
Based on the study, further research is expected to complement this research by examining other factors that can influence purchase intention, such as electronic word of mouth, price, product quality, individual economic, brand trust, or optimization of communication strategies re-branding. Further research can also conduct qualitative research to find out in-depth on how corporate re-branding and brand image can influence purchase intention