Pengaruh Kualitas Layanan Dan Harga Terhadap Kepuasan Pelanggan Pengguna Jasa PT. Kereta Api Indonesia DAOP VIII Jurusan Surabaya - Malang
Abstract
Abstrak
Pada era globalisasi yang terjadi saat ini moda transportasi mengalami perkembangan yang cukup baik dan beragam jenisnya. Karena transportasi merupakan sarana yang diperlukan dalam kehidupan sehari-hari, pada saat ini transportasi umum mengalami penurunan peminat penumpang. Dikarenakan jumlah pemilik kendaraan pribadi semakin meningkat. Tetapi tidak terjadi penurunan peminat pada transportasi kereta api, karena salah satu transportasi yang bisa melakukan pertambahan jumlah, teknologi, inovasi dan pelayanan adalah kereta api. Serta menawarkan harga yang terjangkau. Tujuan penelitian untuk mengetahui apakah kualitas layanan dan harga dapat mempengaruhi kepuasan pelanggan. Jenis penelitian yang digunakan adalah pendekatan kuantitatif. Populasi dalam penelitian konsumen kereta api penataran jurusan Surabaya – Malang berjumlah 181 responden. Cara megumpulkan data menggunakan kuesioner. Untuk cara menganalisia data menggunakan analisis regresi linier berganda memakai bantuan program SPSS 24. Hasil penelitian menunjukkan kualitas layanan mempunyai pengaruh positif juga signifikan terhadap kepuasan pelanggan kereta api penataran. Dan hasil penelitian juga membuktikan kualitas layanan harga mempunyai pengaruh positif dan signifikan terhadap kepuasan pelanggan kereta api penataran.
Kata Kunci: kualitas layanan, harga, kepuasan pelanggan.
Abstract
In the era of globalization that occurred at this time transportation modes experienced a fairly good development and various types. Because transportation is a necessary tool in everyday life, at present public transportation has decreased passengers. Because the numer of private vehicle owners is increasing. But there was no decrease in interest in railroad transportation, because one of the transportation that can increase the number, technology, innovation and service is a train. And offering affordable prices. The prpose of the study is to find out whether service quality and price can affect customer satisfaction. The type of research used is a quantitative approach. The population in the study of upgrading train consumers in the Surabaya – Malang department was 181 respondents. Data collecting techniques use questionnairs, for data analysis techniques use multiple linear regression analysis with the help of SPSS 24. The results of the study show that service quality has a positive and significant influence on the satisfaction of upgrading train customers. And the results of the study also show that prices have a positive and significant influence on the satisfaction of upgrading train customers.
Keywords: service quality, price, customer satisfaction
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