THE INFLUENCE OF SOCIAL MEDIA PROMOTION ON NON-AERONAUTICAL REVENUE AT MINANGKABAU PADANG INTERNATIONAL AIRPORT

Abstract

Social media plays a crucial role in promotional efforts to support the increase of non-aeronautical revenue,
particularly in the food and beverage sector. This study aims to examine the influence of social media promotion on
non-aeronautical revenue at Minangkabau International Airport Padang, with a specific focus on the food and beverage
sector. Data were collected using a descriptive quantitative method through questionnaires distributed to 30 respondents.
Data analysis involved several statistical tests, including validity, reliability, normality, t-test, and Spearman correlation
tests.
The results indicate a positive and significant influence, as evidenced by a t value of 11.165, which is greater
than the t table value of 2.045, and a significance level of 0.000 < 0.05. Additionally, the Spearman correlation test
showed a very strong relationship between the two variables, with a correlation coefficient of 0.904. These findings
affirm that optimizing social media usage can significantly contribute to increasing non-aeronautical revenue at the
airport.
Result the study recommends a more targeted and collaborative digital promotion strategy between airport
management and tenants to maximize non-aeronautical revenue potential.