Rizal Justian Setiawan, Khakam Ma'ruf, Darmono, Fatimatuzzahro, Nur Azizah, Tamara Kartika
Upselling in the airline industry involves offering passengers the opportunity to upgrade their seats, such as from economy to business class, for an additional fee. This study investigates the factors influencing Indonesian passengers' acceptance of such offers by applying an extended Theory of Planned Behavior (TPB). A total of 307 respondents completed an online survey measuring constructs including Attitude (AT), Facilitating Conditions (FC), Price (PR), Hedonic Motivation (HM), Perceived Behavioral Control (PBC), Perceived Value (PV), Social Status (SS), Subjective Norm (SN), and Intention (IN). Partial Least SquaresStructural Equation Modeling (PLS-SEM) was used to test 13 hypotheses. The results show that 11 were supported, with SN and PBC emerging as the strongest predictors of intention. PR and AT indirectly influenced intention through SN, while HM and SS significantly affected AT. FC also enhanced PBC, which shaped intention. Two hypotheses, PV to AT and HM to IN, were not supported. The study extends TPB in the context of airline upselling and provides managerial implications for improving pricing strategies, service value, and social appeal to increase passengers' willingness to upgrade. © 2025 IEEE.
Chung Hsing University, College of Law and Politics National, Dept of Asia and China Studies, Taichung, Taiwan; Gadjah Mada University, Faculty of Engineering, Dept of Industrial Engineering, Yogyakarta, Indonesia; Universitas Negeri Yogyakarta, Faculty of Engineering, Darmono Dept of Civil Engineering and Planning Education, Yogyakarta, Indonesia; Cheng Kung University, College of Medicine National, Dept of Public Health, Tainan, Taiwan
