PEMANFAATAN MEDIA IKLAN SEBAGAI UPAYA TAMBAHAN PENDAPATAN NON AERONAUTIKA DI BANDAR UDARA INTERNASIONAL KUALANAMU

Bandar Udara tidak hanya berfungsi sebagai tempat naik turun penumpang,
tetapi juga sebagai gerbang ekonomi yang berpotensi meningkatkan pendapatan,
khususnya dari sektor non-aeronautika. Salah satu potensi tersebut adalah media
iklan di area Bandar Udara. Bandar Udara Internasional Kualanamu, meskipun
memiliki volume penumpang tinggi, belum mengoptimalkan pemanfaatan media
iklannya sehingga kontribusi terhadap pendapatan masih rendah. Penelitian ini
bertujuan untuk: (i) menganalisis kondisi media iklan eksisting; (ii) merancang
strategi pemasaran yang efektif dan terukur; serta (iii) mengidentifikasi inovasi
yang dapat diterapkan untuk meningkatkan pendapatan non-aeronautika. Metode
yang digunakan adalah deskriptif kualitatif melalui observasi, dokumentasi, studi
literatur, studi banding, dan analisis data sekunder. Hasil penelitian menunjukkan
bahwa sebagian besar media iklan belum dimanfaatkan secara maksimal, dan
strategi yang digunakan masih konvensional. Oleh karena itu, pendekatan seperti
direct marketing, kerja sama dengan advertising agency, serta katalog digital
diusulkan. Penulis juga menawarkan tiga paket media iklan (Basic, Premium,
Exclusive) untuk menarik minat pengiklan. Kesimpulannya, strategi pemasaran
yang adaptif dan terintegrasi berperan penting dalam optimalisasi media iklan guna
meningkatkan pendapatan non-aeronautika secara berkelanjutan.
Kata Kunci : Bandar, Internasional, Iklan, Kualanamu, Media, Non
Aeronautika, Pemasaran, Pendapatan, Strategi, Udara

Airports function not only as transportation hubs but also as economic
gateways with the potential to increase revenue, particularly from nonaeronautical sectors. One of these potential sources is advertising media within the
airport area. Despite its high passenger traffic, Kualanamu International Airport
has not yet maximized the use of its advertising media, resulting in low advertiser
interest and limited revenue contribution. This study aims to: (i) analyze the current
condition of available advertising media; (ii) design an effective and measurable
marketing strategy; and (iii) identify applicable innovations to enhance nonaeronautical revenue. The research applies a qualitative descriptive approach
through field observations, visual documentation, literature review, benchmarking
with other airports, and analysis of secondary revenue data. Results show that
many advertising spots remain underutilized, and existing marketing strategies are
still conventional. Therefore, new approaches such as direct marketing,
partnerships with advertising agencies, and the development of digital advertising
catalogs are proposed. The author also introduces three advertising packages
(Basic, Premium, and Exclusive) with flexible usage to attract both local and
national advertisers. In conclusion, an adaptive and integrated marketing strategy
plays a vital role in optimizing airport advertising media as a sustainable
innovation to boost non-aeronautical revenue.
Keywords : Advertising, Airport, International, Kualanamu, Media, Non
Aeronautical, Revenue, Strategy,