Factor Analysis of Intention to Use Garuda Indonesia Mobile Application

Abstract

Recent customers' behavior changes require Garuda Indonesia, as the national flag carrier, to deliver more excellent services. Therefore, Garuda Indonesia extends its reservation channel to a mobile application. However, its use is far below the company's expectation. To address this problem, a study was conducted to determine factors affecting the intention to use it. This investigation was conducted based on the Suki and Suki's model. User Interface (UI) Attractiveness variable is added to accommodate the importance of UI in mobile applications. This is a quantitative research, which collected data using online questionnaires. There were 101 valid questionnaires. The collected data were analyzed using Partial Least Square-Structural Equation Modelling (PLS-SEM) method with Smart-PLS. The results show that subjective norm is the most important factor to influence the intention to use Garuda Indonesia's mobile application. The other important variable are airline image and perceived ease of use. As theoretical implication, this research contributes to confirm the previous related model and as a baseline for research on flight mobile application in Indonesia. Moreover, for practical implication, this research could help Garuda Indonesia to increase the willingness of their potential customers to use its mobile application.