ANTECEDENTS OF INTENTION TO TRAVEL USING AIRLINES DURING THE COVID-19 PANDEMIC IN INDONESIA

ADYATMA SATRIA P, Bayu Sutikno, S.E.,M.S.M., Ph.D.

2022 | Skripsi | S1 MANAJEMEN

Industri penerbangan telah mengambil pendekatan berlapis-lapis untuk meningkatkan keselamatan penumpang melalui ventilasi onboard yang efektif, strategi naik dan turun, peningkatan desinfeksi pesawat, dan deteksi pra-penerbangan, seperti kontrol suhu dan tes COVID-19 sebelum penerbangan. Keputusan perjalanan dan perilaku perjalanan konsumen sebagian besar dipengaruhi oleh persepsi mereka tentang risiko, yang terbentuk dari informasi yang belum tentu mencerminkan kenyataan. Niat bepergian dapat dipengaruhi secara negatif oleh opini negatif dan kesalahpahaman terkait penyakit menular. Dengan Indonesia memiliki 22 maskapai penerbangan berjadwal komersial, penting untuk memfasilitasi proses pengambilan keputusan yang diperlukan untuk mengaktifkan kembali pariwisata. Berdasarkan permasalahan dan pertanyaan penelitian yang telah diuraikan di atas, maka dirumuskan tujuan penelitian sebagai berikut: untuk menguji pengaruh positif sikap terhadap niat konsumen untuk bepergian menggunakan maskapai penerbangan selama masa pandemi COVID-19; untuk menguji pengaruh positif dari kontrol perilaku yang dirasakan terhadap niat konsumen untuk bepergian menggunakan maskapai penerbangan selama pandemi COVID-19; Mengkaji pengaruh positif norma subjektif terhadap niat konsumen melakukan perjalanan menggunakan maskapai penerbangan selama masa pandemi COVID-19; Untuk menguji pengaruh positif persepsi kualitas terhadap niat konsumen untuk bepergian menggunakan maskapai penerbangan selama pandemi COVID-19; Untuk menguji pengaruh positif reputasi merek terhadap niat konsumen untuk bepergian menggunakan maskapai penerbangan selama pandemi COVID-19; Untuk menguji pengaruh negatif dari persepsi risiko terhadap sikap terhadap niat bepergian selama pandemi COVID-19, dan; Untuk menguji pengaruh negatif dari persepsi risiko terhadap kontrol perilaku yang dirasakan terhadap niat bepergian selama pandemi COVID-19. Desain penelitian ini mengikuti metode kuantitatif strategi penelitian karena memungkinkan identifikasi hubungan antara variabel independen. Berdasarkan hasil penelitian yang telah dilakukan dapat disimpulkan bahwa, pertama sikap konsumen tidak berpengaruh signifikan terhadap niat konsumen untuk berwisata. Perceived behavioural control, berdasarkan penelitian memiliki pengaruh yang signifikan terhadap niat konsumen untuk bepergian. Norma subyektif digambarkan memiliki pengaruh yang signifikan terhadap niat konsumen untuk melakukan perjalanan wisata. Akhirnya, risiko yang dirasakan memiliki efek terhadap niat pelanggan untuk bepergian dengan sikap dan kontrol perilaku yang dirasakan sebagai faktor yang mendasarinya.

The aviation industry has taken a multi-layered approach to increasing passenger safety through effective onboard ventilation, boarding and disembarking strategies, improved aircraft disinfection, and pre-flight detection, such as temperature controls and COVID-19 tests before flights. Consumers travel decisions and travel behavior are largely affected by their perception of risk, which is formed from information that does not necessarily reflect reality. Travel intention can be adversely affected by the negative opinions and misconceptions linked to a contagious disease. With Indonesia having 22 commercial scheduled airlines, it is important to facilitate the decision-making process necessary to reactivate tourism. Based on the research problem and questions outlined above, the following research objectives have been formulated: to examine the positive effect of attitude on a consumers intention to travel using an airline during the COVID-19 pandemic; to examine the positive effect of perceived behavioural control on a consumers intention to travel using an airline during the COVID-19 pandemic; To examine the positive effect of subjective norms on a consumers intention to travel using an airline during the COVID-19 pandemic; To examine the positive effect of perceived quality on a consumers intention to travel using an airline during the COVID-19 pandemic; To examine the positive effect of brand reputation on a consumers intention to travel using an airline during the COVID-19 pandemic; To examine the negative effect of perceived risk on attitude towards intention to travel during the COVID-19 pandemic, and; To examine the negative effect of perceived risk on perceived behavioural control towards the intention to travel during the COVID-19 pandemic. The design of this research follows a quantitative method of research strategy as this allows the identification of relationships between independent variables. According to the result of the research that has been done, it can be concluded that firstly customer attitude has no significant effect on consumers intention to travel. Perceived behavioural control, based on the study has a significant effect on a consumers intention to travel. Subjective norms are depicted to have a significant effect on the consumers intention to travel. Finally, perceived risk has an effect on customers intention to travel with attitude and perceived behavioural control as the underlying factor

Kata Kunci : Aviation, Intention to travel, Customer Attitude, Perceived Behavioural Control, Subjective Norms, Perceived Quality, Brand Reputation, Perceived Risk, COVID-19