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"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.

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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."

"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."

"THE GOODS CAFE merupakan sebuah kafe yang didirikan oleh Tim The Goods Department Store. THE GOODS CAFE mencoba untuk menawarkan pengalaman bersantap yang unik dan berkesan bagi konsumennya melalui genuine experiences. Penelitian ini bertujuan untuk mengetahui pengaruh experiential marketing terhadap kepuasan konsumen THE GOODS CAFE dengan menggunakan pendekatan experiential marketing yang dikemukakan oleh Bernd Schmitt (1999). Penelitian ini menggunakan metode kuantitatif dengan teknik pengambilan sampel purposive. Sampel penelitian ini sebanyak 100 responden dengan analisa eksplanatif dan regresi linear sederhana. Hasil penelitian ini membuktikan bahwa terdapat pengaruh antara experiential marketing terhadap kepuasan konsumen THE GOODS CAFE.

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THE GOODS CAFE is the cafe by The Goods Department Store team. THE GOODS CAFE tries to offer a unique and memorable experience for consumers through genuine experiences. The objective of this research is to determine the effect of experiential marketing on satisfaction of the consumer THE GOODS CAFE using experiential marketing approach proposed by Bernd Schmitt (1999). This research applied quantitative and purposive sampling technique by distributed questionnaires to 100 respondents with explanatory analysis and simple linear regression. The research proved that experiential marketing has a significant positive effect on satisfaction of the consumer THE GOODS CAFE."

"Beberapa faktor yang mempengaruhi behavioral intention dari penumpang maskapai penerbangan domestik, yang terdiri dari service quality, perceived value, perceived image, satisfaction, dan customer engagement. Penelitian ini bertujuan untuk melakukan analisis terhadap behavioral intention dari penumpang maskapai penerbangan komersial domestik yang dipengaruhi oleh service quality yang ditawarkan oleh maskapai penerbangan komersial domestik, perceived value pelanggan terhadap layanan dari maskapai penerbangan komersial domestik, perceived image dari maskapai penerbangan komersial domestik, satisfaction yang ditawarkan oleh maskapai penerbangan komersial domestik, serta customer engagement yang dilakukan dan dirasakan oleh pelanggan maskapai penerbangan komersial domestik. Sebanyak 355 responden diperoleh melalui kuesioner online. Hipotesis kemudian diuji melalui metode structural equation modelling (SEM).Hasil empiris menunjukkan bahwa service quality memiliki pengaruh positif terhadap perceived image, satisfaction, dan perceived value. Satisfaction memiliki pengaruh positif terhadap customer engagement. Perceived value memiliki pengaruh positif terhadap customer engagement. Customer engagement, satisfaction, dan perceived image memiliki pengaruh yang positif terhadap behavioral intention. Hasil penelitian ini juga menunjukkan bahwa perceived image tidak memiliki pengaruh yang positif terhadap perceived value dan customer engagement, kemudian perceived value tidak memiliki pengaruh yang positif terhadap behavioral intention.

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There are some factors that influence behavioral intention of domestic commercial airline passengers, which consist of service quality, perceived value, perceived image, satisfaction, and customer engagement. This study aims to analyze the behavioral intention of domestic commercial airline passengers affected by the service quality offered by domestic commercial airlines, the perceived value of customers to services from domestic commercial airlines, perceived image of domestic commercial airlines, satisfaction offered by domestic commercial airlines, and customer engagement carried out and felt by domestic commercial airline passengers. A total of 355 respondents were obtained through an online questionnaire. The hypothesis is then tested through the method of structural equation modeling (SEM).

Empirical results show that service quality has a positive influence on perceived image, satisfaction, and perceived value. Satisfaction has a positive influence on customer engagement. Perceived value has a positive influence on customer engagement. Customer engagement, satisfaction, and perceived image have a positive influence on behavioral intention. The results of this study also show that perceived image does not have a positive influence on perceived value and customer engagement, then perceived value does not have a positive influence on behavioral intention."

"Perkembangan zaman yang terjadi saat ini memengaruhi bidang usaha tata boga. Restaurant Namaaz Dining merupakan salah satu Restaurant Gastronomy Molecular di Indonesia. Restaurant Namaaz Dining menggunakan experiential marketing. Penelitian ini dilakukan untuk menganalisis pengaruh experiential marketing terhadap loyalitas pelanggan pada Restaurant Namaaz Dining dengan kepuasa pelanggan sebagai variabel mediasinya. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada 100 pelanggan menggunakan teknik non-probability sampling. Teknik analisa data yang digunakan yakni analisis regresi dan sobel test untuk mengetahui pengaruh antar variabel, baik secara langsung maupun tidak langsung. Hasil penelitian ini menunjukan bahwa experiential marketing memiliki pengaruh langsung dan tidak langsung terhadap loyalitas pelanggan melalui kepuasan pelanggan. Pengaruh experiential marketing terhadap loyalitas pelanggan melalui kepuasan pelanggan memiliki pengaruh lebih besar dibandingkan dengan nilai pengaruh experiential marketing terhadap loyalitas pelanggan secara langsung.

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The development of the times that is happening now is affecting the business sector of food and beverages. Namaaz Dining Restaurant is one of the Molecular Gastronomy Restaurant in Indonesia. Restaurant Namaaz Dining uses experiential marketing. This study was conducted to analyze the effect of experiential marketing on customer loyalty in Restaurant Namaaz Dining with customer satisfaction as a mediating variable. This research uses a quantitative approach by distributing questionnaires to 100 customers using non-probability sampling techniques. The data analysis techniques used are regression analysis and sobel tests to determine the effect between variables, both directly and indirectly. The results of this study indicate that  experiential marketing have a direct and indirect effect on customer loyalty through customer satisfaction. The effect of experiential marketing on customer loyalty through customer satisfaction has a greater effect than the direct effect of experiential marketing on customer loyalty."

"Experiential marketing merupakan sebuah cara yang digunakan untuk menghadapi fenomena pergeseran nilai ekonomi ke tahap experience. Hal ini dilakukan sebagai suatu pendekatan penekanan pada diferensiasi produk dengan memberikan memorable experience. Experiential marketing diterapkan melalui pendekatan sense, feel, think, act dan relate. Penelitian ini membahas pengaruh experiential marketing terhadap customer loyalty Blitzmegaplex 4DX Mall of Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada 100 orang pengunjung Blitzmegaplex 4DX Mall of Indonesia. Hasil penelitian ini menunjukkan bahwa experiential marketing atau variasi sense, feel, think, act dan relate memiliki pengaruh terhadap pembentukan customer loyalty.

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Experiential marketing is implied to face the economic value-lifted phenomenon to experience stage. It is implied as the approach of product differentiation focused by providing the memorable experience. Experiential marketing is also implied by five-dimensional model approaches (sense, feel, think, act and relate). This research examined the influence of the five-dimensional model toward customer loyalty of Blitzmegaplex 4DX Mall of Indonesia. This research used a quantitative approach by distributing questionnaires to 100 Blitzmegaplex 4DX’s customer at Mall of Indonesia. The result of this research showed that the five-dimensional models of experiential marketing has an influence on customer loyalty."

"Penelitian ini mengeksplorasi pengaruh customer experience terhadap loyalitas pengguna aplikasi fintech investasi di Indonesia. Transformasi radikal di sektor keuangan, dipicu oleh perkembangan fintech, telah mengubah cara masyarakat mengakses layanan keuangan dengan menyediakan sistem transaksi yang lebih efisien. Penelitian ini berfokus pada faktor-faktor yang memengaruhi customer experience, termasuk ease of use, perceived value, customer support, perceived risk, speed dan perceived firm innovativeness, serta pengaruhnya terhadap loyalty intention. Data dikumpulkan dari 301 responden pengguna aplikasi fintech investasi di Indonesia dan dianalisis menggunakan teknik Partial Least Squares – Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa kemudahan penggunaan, nilai yang dirasakan, jaminan keamanan, kecepatan layanan, dan inovasi perusahaan memiliki pengaruh signifikan terhadap customer experience. Customer experience juga terbukti berpengaruh signifikan terhadap niat loyalitas pengguna. Temuan ini memberikan wawasan bagi perusahaan fintech investasi untuk meningkatkan kualitas layanan mereka dan memperkuat ikatan dengan pelanggan.

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This research explores the influence of customer experience on user loyalty of investment fintech apps in Indonesia. The radical transformation in the financial sector, triggered by the development of fintech, has changed the way people access financial services by providing a more efficient transaction system. This study focuses on the factors that influence customer experience, including ease of use, perceived value, customer support, perceived risk, speed and perceived firm innovativeness, and their influence on loyalty intention. Data were collected from 301 respondents of investment fintech application users in Indonesia and analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM) technique. The results showed that ease of use, perceived value, security assurance, service speed, and company innovation have a significant influence on customer experience. Customer experience is also proven to have a significant effect on user loyalty intentions. The findings provide insights for investment fintech companies to improve their service quality and strengthen bonds with customers."

"Tesis ini menganalisis konsep customer value co-creation sebagai bagian dari customer dominant logic dan perceived value yang dilakukan pengunjung festival. Pengunjung festival menciptakan value dengan melakukan interaksi dengan pengisi acara, staf dan juga ke sesama pengunjung festival. Penerapan customer dominant logic perlu dielaborasi lebih dalam penelitian terkait festival masih didominasi oleh service dominant logic. Penelitian ini juga menganalisis pengaruh konsep co-creation dan konsep perceived value terhadap kepuasan festival (festival satisfaction) dan niatan berperilaku di masa mendatang (behavioral intention). Penelitian ini merupakan studi yang berasal dari pengunjung festival Jepang di Jakarta sebanyak 205 responden. Hasil menunjukkan bahwa semakin tinggi satisfaction with co-creation serta perceived value yang dirasakan pengunjung selama festival berlangsung maka semakin tinggi pula tingkat kepuasan terhadap festival dan niatan berperilaku positif di festival selanjutnya. Variabel lain yaitu keterikatan terhadap festival (festival attachment) dalam penelitian tidak berpengaruh terhadap behavioral intention.

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Events or festival can be used by a brand or an institution to create experiences. This paper examines how attendees satisfaction and future behavioral intentions affected based on customer-to-customer logic. An analytical framework was developed to analyze embedded relationships within festival attendees co-creation experience and perceived value. The paper analyzed the behavioral intentions of Japanese cultural festival attendees in Jakarta, employing a survey of 205 Indonesians who had participated in some Japanese cultural festival in the past year. The findings have statistically validated these attributes and explored the impact of each attribute on the perceived value, satisfaction, and behavioral intentions of festivalgoers.

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"Spotify adalah perusahaan layanan streaming musik digital yang dikenal dengan algoritmanya dalam memberikan rekomendasi berdasarkan perilaku atau karakteristik pengguna. Algoritma tersebut juga diterapkan dalam salah satu kampanye tersukses Spotify, yaitu Spotify Wrapped. Spotify Wrapped adalah bentuk dari personalized marketing dengan menyajikan pengguna rekapitulasi kebiasaan mendengar setiap pengguna. Kampanye ini berhasil membangun customer engagement dan menjadi perbincangan di media sosial. Penelitian ini akan menganalisis bagaimana personalized marketing pada kampanye Spotify Wrapped yang dilakukan oleh Spotify dapat membangun customer engagement. Penelitian ini menggunakan metode studi literatur dan analisis konten. Hasil analisis menunjukkan bahwa personalized marketing berperan dalam setiap tahap dalam proses pembangunan customer engagement dan konten yang dipersonalisasi menjadi motivasi utama pelanggan mengadvokasikan brand sehingga membentuk engagement.

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Spotify is a digital music streaming service company known for its algorithm in providing suggestions based on user behavior or characteristics. The algorithm was also implemented in one of Spotify's most successful campaigns, namely Spotify Wrapped. Spotify Wrapped is a form of personalized marketing by providing users with a recapitulation of each user's listening habits. This campaign succeeded in building customer engagement and became a conversation on social media. This study will analyze how personalized marketing on the Spotify Wrapped campaign carried out by Spotify can build customer engagement. This research uses literature study and content analysis methods. The results of the analysis show that personalized marketing plays a role in every stage of the customer engagement development process and personalized content is the main motivation for customers to advocate for brands so as to form engagement."

"Perkembangan teknologi komunikasi dengan munculnya media baru mengambil fungsi dalam kehumasan, salah satunya customer engagement sebagai bagian dari customer relationship management yang dilakukan perusahaan dalam menjalin hubungan dengan publiknya. Penelitian ini dilakukan untuk menganalisis kegiatan customer engagement sebagai bagian dari customer relationship management yang dilakukan oleh Blitzmegaplex melalui media sosial yaitu Twitter, dengan menggunakan teknik analisis isi pada data kuantitatif dan kualitatif selama periode 1-15 Desember 2012. Pada akhir penelitian, ditemukan bahwa kegiatan customer engagement yang dilakukan oleh Blitzmegaplex melalui Twitter mengandung keempat tahap customer engagement. Dalam menjalankan strategi komunikasi publik dan membina hubungan dengan publiknya, Blitzmegaplex menerapkan model praktik humas two-way symmetrical model dan mengandung keenam indikator hubungan yaitu trust, komitmen, control mutuality, kepuasan, relasi komunal, serta relasi transaksional.

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The growth of communication technology where the new media is growing takes part in various public relations activities, including customer engagement as part of customer relationship management which is done by the company to engage with their public. The research is done to analyze the customer engagement activities as part of Blitzmegaplex’s customer relationship management through social media Twitter, using the content analysis method on both quantitative and qualitative data on December 1st, 2012 until December 15th, 2012.

At the end of the research, it is concluded that Blitzmegaplex’s customer engagement activities contain the four phases of customer engagement, but the collaboration phase is still weak. In doing their public communication strategy, Blitzmegaplex applies the two-way symmetrical model of public relations practice model and includes the six relationship indicators which are trust, commitment, control mutuality, satisfaction, communal relationship, and transactional relationship."