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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Syahru Utama, Afwan
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Decision Sciences, Operations Research & Management

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Bridging Service and Digital Experience: Understanding Customer Satisfaction in Intercity Bus Transport Syahru Utama, Afwan; Arif, Moh. Erfan
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.05

Abstract

The increasingly modern era has made transportation service providers, such as 27 Trans with its inter-city and inter-province bus transportation, engage in a competition of delivering excellence in service and facility and enhancing e-service quality through online ticketing application in response to business digitalization. Satisfactory service can please and comfort all segments of customers, one of which is higher education students. The objective of this research is to identify the effects of perceived service quality and e-service quality on the satisfaction of 27 Trans’ customers. This quantitative explanatory research explains the relationship between one variable and the others through hypothesis testing. Using purposive sampling, 120 people with the minimum age of eighteen years who have used the service of 27 Trans and have purchased ticket via 27 Trans application were selected as the sample. The data was harvested from Likert-scaled questionnaires and analyzed through multiple linear regression in SPSS 26. The results of the hypothesis testing led to findings that perceived service quality positively and significantly influences the satisfaction 27 Trans’ customers and that e-service quality positively and significantly affects the satisfaction of the said customers.
Co-Authors Arif, Moh. Erfan