Perceived Behaviour Control On Actual Behaviour In Using Airline Co-Brand Card

Abstract

This pandemic condition makes many companies have to make adjustments in promoting their products, this pandemic has a very large impact, especially for the land transportation industry, sea transportation and even air transportation. The effect on air transportation companies, especially airlines, where since the implementation of the lockdown and even restrictions on activities for the community, airlines have made various ways to promote their products. Collaboration with banks is expected to increase the use of airlines by making payments using co-brand cards. Various kinds of programs provided by banks are expected to attract consumers to use co-brand cards in their payment activities.  The purpose of this study is to examine consumer behaviour in Indonesia in using airline co-brand cards by looking at several variables, namely perceived behavioural control, behaviour intention and actual behaviour in using airline co-branded cards by adopting the Ajzen's Theory of Planned Behaviour (TPB) framework. Data were collected via questionnaire from a sample of 320 respondent in Indonesia, with the quantitative approach using SEM and by Lisrel program. The result of this study consumer’s behaviour intention in using a co-branded card acts as a perfect mediator variable because the role through the mediator variable is significant, the direct role of consumer’s perceived behavioural control to consumer’s actual behaviour to be insignificant in using a co-branded card.