Study of Factors Affecting Consumer Satisfaction of Trans Metro Bandung Bus Using Structural Equation Modeling - Partial Least Square Method - Dwi Prasetyanto; Andrean Maulana; Muhammad Rizki; Made Devina Parantina (Institut Teknologi Bandung, 2021)
Abstrak Sarana angkutan umum massal yang beroperasi di Kota Bandung salah satunya adalah Bus Trans Metro Bandung (TMB) koridor 3, rute Cicaheum-Sarijadi. Pelayanan Bus TMB tersebut harus memenuhi kepuasan penggunanya, tetapi saat ini kepuasan pengguna Bus TMB dirasa kurang khususnya dalam hal kualitas pelayanan. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi kepuasan penggunanya menggunakan metode Structural Equation Modeling-Partial Least Square (SEM-PLS). Pengujian model SEM-PLS dibagi menjadi 2 yaitu outer model (model pengukuran) dan inner model (model struktural). Hasil analisis yang telah dilakukan menemukan bahwa faktor-faktor yang mempengaruhi kepuasan konsumen Bus TMB yaitu variabel reliability (waktu kedatangan bus) dan variabel tangibles (kebersihan interior, tempat duduk, dan jendela bus), variabel assurance (keramahan dan kesopanan petugas dalam memberikan pelayanan), variabel responsiveness (transaksi yang dilayani atau dilaksanakan dengan cepat dan tepat) dan variabel emphaty (kepedulian petugas untuk mengingatkan penumpang yang akan turun). Adapun dari kelima variabel, variabel yang paling signifikan terhadap kepuasan konsumen adalah dimensi reliability (waktu kedatangan bus sesuai jadwal). Kata Kunci: Kepuasan konsumen; metode SEM-PLS; reliability Abstract One of the mass public transportation facilities in Bandung city is Trans Metro Bandung (TMB) Bus, which is operating in corridor 3, Cicaheum-Sarijadi route. The TMB Bus service must fulfill the satisfaction of its users, but currently the satisfaction of TMB Bus users is felt to be lacking, especially in terms of service quality. This study aims to analyze the factors that influence user's satisfaction using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method. SEM-PLS model is divided into 2 model, outer model (measurement model) and inner model (structural model). The analysis found that the factors that affect customer satisfaction of TMB are the reliability variable (bus arrival time) and tangibles variables (interior cleanliness, seats and bus windows), the assurance variable (friendliness and courtesy of the officers in providing services) , the responsiveness variable (transactions that are served or executed quickly and accurately) and the emphaty variable (the officer's concern to remind passengers to get off). Among the five variables, the dimension of reliability (bus arrival time according to schedule)is the most significant variable that influenced customer satisfaction. Key words: Customer satisfaction; SEM-PLS method; reliability