Pengaruh Kualitas Pelayanan terhadap Post-Purchase Behavior pada Pelanggan PT. Kereta Api Indonesia di Kota Medan

Abstract

People as transportation customers need transportation to facilitate activities and ensure the smooth mobility of people and goods. One of the popular means of mass land transportation used by the public is the train. This can be seen from the increasing number of railroad customers from year to year. The increasing number of train customers shows the importance of understanding post-purchase behavior so that customers remain loyal to using train services and do not switch to other competitors. There are several factors that can influence customer post-purchase behavior, one of which is service quality. The purpose of this study to determine the effect of service quality on post-purchase behavior on customers of PT Kereta Api Indonesia in Medan City. This research uses quantitative research methods. The data collection method uses a Likert scale consisting of a service quality scale and a post-purchase behavior scale. The research data was collected by distributing questionnaires in the form of google forms to 350 people who became the research sample. The results showed that the service quality variable had a positive effect on post-purchase behavior by 29.4%. This shows that service quality increases post-purchase behavior customers of PT Kereta Api Indonesia. The implication is that the results of this study can provide information about the effect of service quality on post-purchase behavior on customers of PT Kereta Api Indonesia and provide information for PT Kereta Api Indonesia to be able to maintain service quality and improve the post-purchase behavior of its customers.