ANALISIS KUALITAS PELAYANAN BUS PT. SELAMAT JALAN WISATA JURUSAN KUTABULUH-KABANJAHE-BUKIT LAWANG TERHADAP KEPUASAN PELANGGAN

Abstract

The competition that occurs in the transportation service business is currently getting faster and more advanced, making the competition in getting and keeping customers even tighter. In order to survive in the competition, companies must have the ability to provide the best service quality in order to increase customer satisfaction. This study aims to examine the effect of the quality of transportation services on customer satisfaction. The population of this study were all users of the Selamat Jalan Wisata bus service. The sample in this study amounted to 100 people. The data collection instrument used a questionnaire that was assessed with a Likert scale, each of which has been tested and has met the validity and reliability requirements. Data analysis used multiple linear regression and hypothesis testing. Based on the results of the analysis that has been done, the regression equation Y = -0.461 + 0.255X1 + 0.356X2 + 0.154X3 + 0.163X4 + 0.254X5 + e. From the results of the partial analysis, the five independent variables have a positive and significant effect on the dependent variable. The tcount value of the physical evidence variable is 2.210, reliability is 3.143, responsiveness is 2.046, assurance is 2.127, empathy is 4.295. Then the value of tcount > from the value of ttable (1.98525). Based on the f test, the fcount value is 132.1006 > ftable 2.70 and the significance is 0.000 <0.05. The results of the coefficient of determination test obtained the Adjusted R Square value of 0.869, which means the contribution of the influence of the independent variable to the dependent variable is 86.9%, while the remaining 13.1% is influenced by other variables not included in this study.