Juliater Simarmata Primary Author Astri Rumondang Banjarnahor Primary Author ENDANG HARININGSIH Additional Author Andre Yosafat Primary Author GRATIA ATANKA BARUS Additional Author

Abstract: The aviation industry has increasingly turned to digital marketing to stay competitive and meet evolving customer expectations. This study conducts a Systematic Literature Review (SLR) to analyze emerging trends and best practices in digital marketing within the aviation sector. Utilizing articles from the Scopus database published between 2016 and 2023, the review identifies top key strategies online review such as social media marketing, website, various social media, Online Travel Agent (OTA), social network, travel review website. The findings highlight the effectiveness of these tools in enhancing customer engagement, satisfaction, and loyalty while addressing challenges such as high competition and data privacy concerns. This study underscores the need for a comprehensive understanding of digital marketing optimization to improve customer choice of airlines. Keywords: Aviation Selection, Customer Engagement, Digital Marketing, Emerging Trends, Systematic Literature Review