Consumer Behavior in Airlines Services

STUDI PERILAKU KONSUMEN GUNA MEMENANGKAN
PERSAINGAN PADA JASA PENERBANGAN
(application of the Theory of Planned Behavior to the airlines passenger services)

Presented in the Indonesian Business Management Conference (IBMC)
Jakarta, January 26-27, 2005
held by Prasetiya Mulya Business School

by: Agus S Sadana

ABSTRACT

This study based on consumer behavior, and examines the application of Ajzen’s Theory of Planned Behavior on the behavior of airlines’ passengers. The investigation was focused on the relationship of three factors of planned behavior: attitude toward behavior, subjective norms, and perceived behavioral control with intention to use of airlines’ consumers travelling from Jakarta for foreign travel.

Previous research found that consumers’ attitude toward behavior, subjective norms, and perceived behavioral control have a significant relationship and effect on their intention to use the rail transportation services, and the beta coefficient of perceived behavioral control variable has been majoring effect among the variables, the second is subjective norms, and the lowest effect is in attitude toward behavior variable.

Findings of this study (application in international airlines’s passengers) also indicated that consumers’ attitude toward behavior, subjective norms, and perceived behavioral control have significant relationship and significant effect, toward the intention to use of airlines services passengers’.

For the first time (2002), this study analyzed with regression analysis using SPSS 10.0 computer program, and later in 2004, it revised again with SEM using Lisrel 8.50 computer program. Different with previous study, this research found that the ‘attitude toward behavior’ has the biggest relationship and effect (r=0.592, B=0.395 with regression or 0,36 with SEM) among the variables, the second is ‘perceived behavioral control’ (r=0.502, B=0.210 with regression or 0,22 with SEM), and the lowest is subjective norms (r= 0.499, B=0.207 with regression or 0,24 with SEM).

Read more.....

please contact the author at: agussadana@gmail.com for other information