Pengaruh Kualitas Layanan Dan Citra Perusahaan Terhadap Kepuasan Dan Loyalitas Pengguna Jasa Transportasi Trans Mamminasata
DOI:
https://doi.org/10.37385/msej.v6i4.7938Keywords:
Kualitas Layanan, Citra Perusahaan, Kepuasan Dan Loyalitas Pengguna Jasa Transportasi BusAbstract
Tujuan penelitian ini untuk menganalisis pengaruh kualitas layanan dan citra perusahaan secara langsung terhadap kepuasan pengguna jasa transportasi bus, untuk menganalisis pengaruh kualitas layanan dan citra perusahaan secara langsung terhadap loyalitas pengguna jasa transportasi bus, untuk menganalisis pengaruh langsung kepuasan terhadap loyalitas pengguna jasa transportasi bus, dan untuk menganalisis kualitas layanan dan citra perusahaan secara tidak langsung melalui kepuasan terhadap loyalitas pengguna jasa transportasi bus. Penelitian dilaksanakan pada Perusahaan Transportasi Bus Trans Mamminasata dengan populasi sebanyak 190 orang, selanjutnya peneliti menggunakan rumus Slovin diperoleh sampel sebanyak 129 responden. Data hasil kuesioner dianalisis menggunakan Structural Equation Model menggunakan bantuan AMOS 18. Hasil penelitian menemukan bahwa kualitas layanan dan citra perusahaan secara langsung berpengaruh positif dan signifikan terhadap kepuasan dan loyalitas pengguna jasa transportasi Trans Mamminasata. Secara tidak langsung citra perusahaan melalui kepuasan berpengaruh positif dan tidak signifikan terhadap loyalitas pengguna jasa transportasi Trans Mamminasata, berarti kepuasan pengguna jasa transportasi bus sebagai variabel antara belum dapat menjadi variabel mediasi atas pengaruh citra perusahaan dalam meningkatkan loyalitas pengguna jasa transportasi bus. Pengaruh secara keseluruhan dilihat dari total effect yang paling besar pengaruhnya adalah kepuasan terhadap loyalitas pengguna jasa transportasi bus, artinya semakin tinggi kepuasan pelanggan atas layanan yang diterima, maka semakin menumbuhkan tingkat loyalitasnya untuk menggunakan jasa pos
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