ANALISIS KEPUASAN KONSUMEN TERHADAP JASA TRANSPORTASI BRT TRANS MUSI KOTA PALEMBANG

Abstract

This research has a purpose to analyze consumer satisfaction of BRT Trans Musi transportation service users in Palembang City. Consumer satisfaction was measured through the quality of services provided by BRT Trans Musi consisting of tangible, empaty, responsiveness, reliability and assurance. This type of research is quantitative descriptive research with data collection through questionnaires distributed to BRT Trans Musi transportation service users. The sampling technique was carried out used purposive sampling with a total samples of 200 respondents using the BRT Trans Musi Palembang transportation service. The analysis of this research used multiple linear regression with the results of the research showed tangible, empathy, responsiveness, reliability and assurance simultaneously very influential on consumer satisfaction of BRT Trans Musi Palembang service in the amount of 48,550. The most dominant variable of service quality influential was Tangible of 5,623 while the empaty variable had no effect with a value of 0,801. This research had a determinant coefficient of 54.4%.