PEMANFAATAN AREA KOSONG PADA BANGUNAN RAILINK GUNA MENDUKUNG PENDAPATAN NON AERONAUTICAL DI BANDAR UDARA INTERNASIONAL KUALANAMU

Industri penerbangan modern tidak lagi hanya berfokus pada operasional pesawat, tetapi juga berkembang menjadi pusat komersial. Bandara Internasional Kualanamu menghadapi tantangan dalam mengoptimalkan pendapatan non-aeronautika, terutama setelah pandemi COVID-19. Ketergantungan bandara pada pendapatan aeronautika (80%) berbanding pendapatan non-aeronautika (20%) menunjukkan perlunya diversifikasi. Penelitian ini bertujuan untuk mengetahui upaya dan strategi pemanfaatan area kosong di bangunan railink guna mendukung pendapatan non aeronautika.
Penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif analitis melalui observasi, wawancara, dan dokumentasi. Hasil penelitian menunjukkan bahwa area kosong tersebut memiliki potensi besar untuk dikembangkan menjadi kawasan komersial berbasis Commercial Lifestyle Hub, meliputi taman bermain anak dan event space. Didukung oleh strategi komunikasi pemasaran, promosi dan branding, kolaborasi, serta direct marketing, upaya ini dapat menciptakan sumber pendapatan yang berkelanjutan. Kesimpulannya, optimalisasi area kosong di lingkungan bandara dan implementasi strategi yang tepat dalam pengembangan bisnis komersial di bandara dapat mengurangi ketergantungan terhadap pendapatan aeronautika, meningkatkan stabilitas finansial, serta memperkuat daya saing dan kontribusi ekonomi lokal.

Kata Kunci : Pendapatan Non Aeronautika, Diversifikasi Pendapatan, Area Kosong Railink, Strategi Pemasaran

The modern aviation industry no longer focuses solely on aircraft operations, but has also evolved into a commercial center. Kualanamu International Airport is facing challenges in optimizing non-aeronautical revenue, especially after the COVID-19 pandemic. The airport's dependence on aeronautical revenue (80%) versus non-aeronautical revenue (20%) indicates the need for diversification. This study aims to determine the efforts and strategies for utilizing vacant areas in railink buildings to support non-aeronautical revenues.
This research uses a qualitative method with an analytical descriptive approach through observation, interviews, and documentation. The results showed that the vacant area has great potential to be developed into a Commercial Lifestyle Hub-based commercial area, including a children’s playground and event spaces. Supported by marketing communication strategies, promotion and branding, collaboration, and direct marketing, this effort can create a sustainable source of income. In conclusion, optimizing vacant areas in the airport environment and implementing the right strategy in developing commercial businesses at the airport can reduce dependence on aeronautical revenue, increase financial stability, and strengthen competitiveness and local economic contribution.
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Keywords : Non-aeronautical revenue, revenue diversification, railink vacant area, marketing strategy