<![CDATA[Industri jasa transportasi darat antarkota menghadapi persaingan yang semakin ketat seiring meningkatnya tuntutan konsumen terhadap kualitas layanan. Kepuasan konsumen menjadi indikator penting dalam menilai keberhasilan perusahaan jasa transportasi, khususnya pada layanan bus kelas eksklusif yang menekankan kenyamanan dan pengalaman perjalanan. Penelitian ini bertujuan untuk menganalisis pengaruh word of mouth, pelayanan, dan fasilitas terhadap kepuasan konsumen pada layanan bus kelas eksklusif Litha & Co rute Toraja–Makassar. Pendekatan penelitian menggunakan metode kuantitatif dengan desain eksplanatori. Populasi penelitian mencakup seluruh konsumen pengguna layanan bus kelas eksklusif, dengan jumlah sampel sebanyak 30 responden yang ditentukan melalui teknik sampel jenuh. Pengumpulan data dilakukan melalui kuesioner yang disusun berdasarkan indikator masing-masing variabel penelitian. Analisis data menggunakan regresi linear berganda dengan bantuan perangkat lunak statistik, disertai uji validitas, uji reliabilitas, uji asumsi klasik, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa pelayanan dan fasilitas berpengaruh positif dan signifikan terhadap kepuasan konsumen. Variabel word of mouth tidak menunjukkan pengaruh signifikan terhadap kepuasan konsumen secara parsial. Secara simultan, word of mouth, pelayanan, dan fasilitas memberikan pengaruh signifikan terhadap kepuasan konsumen. Temuan ini menunjukkan bahwa kepuasan konsumen jasa transportasi lebih banyak dibentuk oleh pengalaman layanan yang dirasakan secara langsung. Penelitian ini memberikan kontribusi empiris bagi pengembangan kajian pemasaran jasa transportasi serta menjadi bahan pertimbangan manajerial dalam meningkatkan kualitas layanan dan fasilitas untuk menjaga kepuasan konsumen. The intercity land transportation service industry faces increasingly intense competition and rising consumer demand for service quality. Customer satisfaction has become a crucial indicator in evaluating the performance of transportation service providers, particularly in exclusive bus services that emphasize comfort and travel experience. This study aims to examine the influence of word-of-mouth, service quality, and facilities on customer satisfaction in Litha & Co.'s exclusive-class bus service on the Toraja–Makassar route. The research employs a quantitative approach with an explanatory research design. The population comprises all customers who have used the exclusive bus service; a total of 30 respondents were selected using a saturated sampling technique. Data were collected through questionnaires developed according to the indicators of each research variable. Data analysis was conducted using multiple linear regression in statistical software, along with validity and reliability tests, classical assumption tests, t-tests, F-tests, and coefficient of determination analysis. The results indicate that service quality and facilities have a positive and significant effect on customer satisfaction. The word-of-mouth variable does not show a significant partial effect on customer satisfaction. Simultaneously, word of mouth, service quality, and facilities significantly influence customer satisfaction. These findings suggest that customer satisfaction in transportation services is primarily shaped by direct service experiences rather than informal communication among consumers. This study contributes empirical evidence to the literature on service marketing in the transportation sector and offers managerial insights to improve service performance and facility management, thereby enhancing customer satisfaction.]]>
