Analisis Pengaruh Kepuasan Penumpang Angkutan Massal Berbasis Jalan Perkotaan terhadap Loyalitas Penumpang (Studi Kasus: Trans Metro Deli)

Abstract

Mass transit systems based on road infrastructure, commonly known as Bus Rapid Transit (BRT), have been experiencing rapid development in various countries, including Indonesia. At the end of 2020, the Government inaugurated urban public transportation service with a Buy The Service (BTS) scheme in five major cities, including Medan. The Importance Performance Analysis (IPA) Method was used to analyze the level of satisfaction among passengers of Bus Trans Metro Deli because this method can be employed to evaluate and design management based on the analysis of user perceptions regarding the alignment between expectations and the quality received. Meanwhile, the Partial Least Square – Structural Equation Modeling (PLS–SEM) method was used to analyze the influence of passenger satisfaction on passenger loyalty, as this method can be used to estimate relationships in the model. This analysis method utilizes Smart PLS software. Through measurements with the IPA method, the results show that the highest level of passenger satisfaction was found in the safety attribute (92.59%), followed by comfort (91.11%), and security (90,54%). These three attributes fall into the achievement quadrant that should be maintained, while equality (87.24%) and order (87.74%) attributes fall into the low-priority quadrant. Accessibility (84.79%) is in the quadrant that should be the top priority for improvement. The analysis of the influence of passenger satisfaction on passenger loyalty using the PLS-SEM method concludes that the influence of passenger satisfaction on passenger loyalty is significant, with an influence value of 0.647, and the direction of the relationship between these two variables is positive.