The answer to this question, in simplest form, is, he doesn't like bad people. He doesn't like any people. He actually hates all people, and that's why he wants people to be bad or not believe -- so they might destroy their relationships with God.
Satan hates anything that God loves. Since God loves all people, Satan hates all people. He doesn't want people to love God. He wants to tear people from God so that they don't inherit eternal life.
'The thief comes only to steal and kill and destroy. I came so that they may have life and have it abundantly. ' (John 10:10)
This is not some dark side vs. light side team ordeal because no one can be on the same team as Satan. There's God's team, which promises eternal life and goodness for all who believe, and there's Satan, who does have demons but is not a team player. Comparatively, choosing Satan over God is the same thing as hitting a self-destruct button, because one doesn't become a member of Satan's team, but instead spends eternity in hell, which is Satan's whole purpose of winning someone over. This isn't to say that people genuinely do try to be evil and act like Satan. All it takes to be well on the way to hell is to stop, or never start, believing in Christ.
Hell isn't just for murderers and thieves. Even friendly people can go there, which makes it easier for Satan to manipulate people because most people don't want to believe that they are evil, so Satan influences people sneakily. For example, he can try to make people think, "As long as I'm making myself happy, I don't need God." Satan doesn't always try to convince people to commit murder, because why do that when all it takes is to convince someone to be their own god or worship a false god? People are born of sinful nature. It is much easier to listen to the voice that says, "Worship yourself and just do what you want," than the one that says, "No, trust me. I know what's best for you."
'And no wonder, for even Satan disguises himself as an angel of light.' (2 Corinthians 11:14)
Satan wants to get revenge on God. He knows if he can seek out the vulnerable and influence their behaviors and thoughts, those people are sure to turn from God. Which means, they will go to hell since they did not believe that Jesus Christ is Lord.
Ultimately, God sent His son Jesus so that none shall perish and that anyone who believes in Him will be forgiven. Satan hates that and wants people to suffer. So, he uses whatever lies and tricks he can to deceive God's people.
'You are of your father the devil, and your will is to do your father's desires. He was a murderer from the beginning and has nothing to do with the truth because there is no truth in him. When he lies, he speaks out of his own character, for he is a liar and the father of lies.' (John 8:44)
