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

Customers are now constantly linked and communicate extensively with each other utilizing technology-enabled media, such as online social networks. Therefore, when making buying decisions, customers are often subjected to social influence. The strategic orientation to face the crisis due to the pandemic is not enough to rely solely on market capabilities and dynamics driven by incentives from the government. 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 purpose of this study is to calculate customer lifetime value (CLV) in a space such as Marketplace (with the presence of buyers and sellers) considering network relations and the communication that takes place between them. These communications are in the form of interactions between buyers and buyers (verbal advertising), buyers and sellers (each number affects the other) and sellers with sellers (verbal advertising). In addition to calculating CLV in this study, optimal marketing strategies (for buyers) and pricing (for suppliers) are determined. In fact, this research primarily aims to determine the optimal marketing and pricing strategies in order to maximize the profit and CLV of the customers over time. For modeling, an optimal control model is suggested and finally a numerical example and sensitive analysis are provided to demonstrate the proposed model. 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, crossfunctional 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.