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All Journal Optimal: Jurnal Ekonomi dan Manajemen
Hendriko Nengkoz
Universitas Pendidikan Nasional

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Pengaruh Kualitas Pelayanan, Promosi, dan Harga yang Diberikan PT Trans Satria Jaya terhadap Kepuasan Pelanggan Bus Trans Metro Dewata Hendriko Nengkoz; I Wayan Joniarta
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 6 No. 1 (2026): Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v6i1.9659

Abstract

The purpose of this study is to determine how the quality of service, promotion, and pricing applied by PT Trans Satria Jaya affect the level of customer satisfaction with Trans Metro Dewata Bus in Bali Province. This study uses a quantitative approach by collecting data from 102 people who participated in the survey. The influence of each independent variable on customer satisfaction is measured using multiple linear regression data analysis. The results show that service quality has a positive and significant impact on customer satisfaction (β = 0.207; p < 0.001), promotion (β = 0.138; p < 0.020), and price (β = 0.212; p < 0.001). Together, these three factors contribute 34.6% to customer satisfaction. These results indicate that improving operational punctuality, optimizing promotional strategies, and setting competitive prices are important factors in increasing customer satisfaction and loyalty. It is hoped that this study will help public transportation managers maintain Bali's transportation system.
Co-Authors I Wayan Joniarta