KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DAN DAMPAKNYA PADA LOYALITAS PELANGGAN PERUSAHAAN TRANSPORTASI UMUM
Abstract
Adanya perubahan perilaku mobilisasi masyarakat dari penggunaan kendaraan pribadi menuju penggunaan transportasi umum mengindikasikan munculnya peluang yang baik bagi perusahaan di bidang transportasi umum. Penelitian yang dilakukan ini untuk mengetahui adanya dampak kualitas pelayanan terhadap kepuasan dan efeknya pada loyalitas pelanggan PO Bus Damri. Pendekatan penelitian yang digunakan adalah pendekatan kuantitatif. Sampel penelitian yang ditetapkan adalah penumpang di wilayah DKI Jakarta yang menggunakan jasa PO Bus Damri di tahun 2020 hingga 2022. Adapun sampel penelitian yang terkumpul dan memenuhi persyaratan adalah sebanyak 70 sampel. Data yang telah dikumpulkan kemudian dianalisis dengan analisis jalur. Hasil penelitian menunjukkan bahwa kualitas pelayanan memiliki pengaruh besar dan positif terhadap kepuasan pelanggan; kualitas pelayanan memiliki pengaruh signifikan dan positif terhadap loyalitas pelanggan; kepuasan pelanggan memiliki pengaruh signifikan dan positif terhadap loyalitas pelanggan, serta; kualitas pelayanan memiliki pengaruh signifikan terhadap loyalitas pelanggan melalui kepuasan pelanggan pada PO Bus Damri.
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