Suharto Abdul Majid Primary Author Ryan Firdiansyah Suryawan Primary Author Prasadja Ricardianto Primary Author Yosi Pahala Primary Author Euis Saribanon Primary Author Sonya Sidjabat Primary Author Mochamad Arif Hernawan Primary Author Abdullah Ade Suryobuwono Primary Author

Abstract: The strategic orientation to face the crisis due to the Covid-19 pandemic is not enough to rely solely on market capabilities and dynamics driven by incentives from the government. The aviation industry needs a basic strategy to get out of the crisis and face the new normal by strengthening the attractiveness of the industry. The advantages that are built on values that become market attractiveness need to be explored so that they become the basis for developing concepts that serve as frameworks for solving problems. The research objective is to analyze the attractiveness and market-based strategies to increase competitiveness in the aviation industry. Descriptive research verification survey of 32 airlines with the observation unit leaders and employees and customers. Data analysis used variant-based structural equations (Structural Equation Modeling - SEM). The results show that market attractiveness remains a value for customers to be managed by the company. The implementation of company strategy with customer focus, competitor intelligence, cross-functional intelligence, and performance implications encourages the excellence of the company's position in terms of both price and quality, including innovation in providing services to customers. Keywords:Attractiveness, market-based strategy, competitive advantage,