<![CDATA[The rapid development of the transportation and tourism sectors in Indonesia has prompted the government to improve connectivity through the National Strategic Tourism Area Transportation (KSPN) program, one of which is in the Borobudur area. The Borobudur KSPN Transportation Service was introduced to support accessibility to priority tourist destinations with affordable fares and scheduled services. However, the low load factor indicates a gap between the program's objectives and the public's perception of the services provided. This study highlights the importance of service quality, price perception, and word of mouth (WOM) as key factors influencing customer satisfaction. Service quality, which includes reliability, comfort, and empathy, as well as prices that are in line with the value received, has the potential to increase satisfaction and encourage positive WOM that strengthens the image of the service. The research method used in this study is a quantitative method with SEM PLS as the analysis method. The results show that customer satisfaction can mediate the relationship between service quality, price, and word of mouth on customer loyalty. The results of this study have strategic implications for public transportation service providers and policymakers, particularly in designing policies to improve service quality and communication strategies based on customer experience. With increased satisfaction, KSPN services can encourage loyalty and organic promotion through word of mouth, which will lead to a sustainable increase in the number of users.]]>
