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Abstrak :
Aplikasi mobile Garuda Indonesia merupakan salah satu channel PT Garuda Indonesia untuk memberikan layanan kepada pelanggannya. Penelitian ini bertujuan untuk mengetahui faktor yang memengaruhi Intention to use, agar dapat meningkatkan kemauan pelanggan untuk menggunakan aplikasi mobile Garuda Indonesia. Model penelitian ini merupakan hasil pengembangan dari model penelitian yang dikembangkan oleh Suki dan Suki pada tahun 2017, dengan menambahkan variabel UI Attractiveness. Penelitian ini merupakan penelitian kuantitatif yang menggunakan metode survey research, dengan jumlah responden sebanyak 101 responden yang metode penyebaran kuesionernya disebarkan melalui media sosial Twitter menggunakan Google Form. Data kuesioner yang telah dikumpulkan diolah menggunakan metode Partial Least Square ndash; Structural Equation Modelling PLS-SEM dengan perangkat lunak Smart-PLS. Hasil pengujian data kuesioner menunjukkan bahwa variabel Subjective Norm merupakan variabel terkuat yang berpengaruh langsung terhadap Intention to use individu pada aplikasi mobile Garuda Indonesia, disusul oleh variabel Airline Image dan variabel Perceived ease of use.

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Garuda Indonesia mobile application is one of channel for Garuda Indonesia to give a service to their customer. This study aims to determine the factors that affecting the Intention to use, in order to increase the willingness of customers to use Garuda Indonesia mobile application. The research model is the result of developing by Suki and Suki on 2017, by adding UI Attractiveness variable. This research is quantitative research that using survey method, with total of respondents is 101 respondents, which was distributed through Twitter using Google Form. The questionnaire data that has been collected is processed using Partial Least Square ndash Structural Equation Modelling PLS SEM method with Smart PLS software. The result shows that the Subjective Norm variable is the strongest variable that directly influence the Intention to use of Garuda Indonesia mobile application, followed by Airline Image and Perceived ease of use variable.

Abstrak :
Selama pandemi covid-19, staycation hadir sebagai salah satu alternatif untuk menyelamatkan industri pariwisata. Namun penelitian mengenai staycation dilihat dari sudut pandang experiential marketing masih sangat jarang. Berangkat dari experiential marketing, penelitian ini menyoroti pengaruh customer engagement terhadap behavioral intention konsumen untuk melakukan staycation dengan dimediasi oleh variabel customer experience dan customer identification. Meskipun begitu, selama pandemi covid-19, perceived risk seperti health risk dan financial risk turut memiliki peran penting dalam membentuk perilaku konsumen selama proses pembuatan keputusan. Maka dari itu peran moderasi health risk dan financial risk dari customer experience dan customer identification terhadap behavioral intention konsumen turut diuji dalam penelitian ini. Model penelitian diujikan terhadap 249 responden menggunakan SEM Lisrel. Hasil penelitian menunjukkan bahwa affective dan cognitive engagement berpengaruh signifikan positif terhadap customer experience namun secara negatif terhadap customer identification. Sedangkan behavioral engagement justru berpengaruh positif terhadap customer identification namun secara negatif terhadap customer experience. Selain itu health risk berpengaruh secara negatif sebagai moderasi namun berpengaruh secara signifikan positif terhdap behavioral intention. Sedangkan financial risk berpengaruh secara positif secara langsung dan secara moderasi bagi customer identification, namun tidak berpengaruh signifikan sebagai moderasi customer experience. Semua teori dan implikasi praktis terkait akan diuraikan dalam penelitian ini. ......During the covid-19 pandemic, staycation is likely to play a key role in tourism industry as an alternative. Nevertheless research on staycation depicted in experiential marketing remains nebulous. Drawing on experiential marketing perspectives, this study highlighted customer engagement’s influence upon customer’s behavioral intention on doing staycation which mediated by customer experience and customer identification. However, during the covid-19 pandemic, perceived risk such as health risk and financial risk plays a significant role in shaping customer behavior during decision making. Thus the moderating role of both health risk and financial risk from customer experience and customer identification toward customers’ behavioral intention were also be examined in this study. The model was tested from 249 respondents using Structural Equation Modelling (SEM) Lisrel. Findings showed that both affective and cognitive engagement has positive significant influence toward customer experience, but negatively effect customer identification. However, behavioral engagement positively influence customer identification but has neagitive significant influence toward customer experience. In addition, health risk has negative influence as moderating variable but positively influence behavioral intention directly. Besides, financial risk significantly influence behavioral intention directly, and influence customer identification positively, but has no significant influence toward customer experience. Theoretical and practical implications are discussed.