ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI FUTURE MISBEHAVIOR INTENTIONS MELALUI PAST CUSTOMER MISBEHAVIOR KONSUMEN AIR ASIA DI SURABAYA

Abstract

Transportation industry is an important industry for the economy of Indonesia because of the industry so there is transportation flow of goods and services. One of the transportation industry that is interesting is the aviation industry as observed from year to year the number of flight services in Indonesia has increased. Air Asia is one flight that changed the public perception about the first perception using relatively inexpensive aircraft replaced by Air Asia. With the tag line then everyone can fly with Air Asia has always attracted the attention of the public. In addition, with the use of a good brand, Air Asia increasingly forming high loyalty of consumers to form its Air Asia's success in the long run. The purpose of this study was to determine the effect of consumer alienation, Machiavellianism, sensation seeking, aggressiveness, and self-esteem to past customer misbehavior, and the influence of past customer misbehavior misbehavior against future intentions. The expected benefits of this research is to increase the repertoire of knowledge in the field of management, especially how large the influence of past misbehavior intentions so as to reduce future misbehavior intentions that will eventually form the success of the company in the long run. This study is causal. The method used is quantitative methods of processing the data using SPSS. Data was collected by distributing questionnaires to 108 respondents with the characteristics of male and female respondents aged 18-60 years, use the services of Air Asia last at least 6 months and live in Surabaya. The results showed that consumer alienation with regression coefficient of 0.228, with a regression coefficient of Machiavellianism 2.40 and self esteem with a regression coefficient of 0.279 negatively and significantly affect past customer misbehavior. Aggressiveness variable have regression coefficients of 0.101 and sensation seeking have a regression coefficient of 0.064 for positive but not significant effect on past customer misbehavior. While past customer misbehavior have a regression coefficient of 0.203 and a significant positive effect on future intentions misbehavior. These findings indicate that the intentions affect the past customer misbehavior future intentions while the variable self-esteem is the highest negative influence on past customer misbehavior.