ANALISIS PENGARUH KUALITAS JASA TERHADAP LOYALITAS PELANGGAN BUS DAMRI KOTA SEMARANG (Studi pada penumpang Bus Damri kota Semarang)

Abstract

In the era of globalization, competition within the existing public transport is increasingly hard and tight both state-owned public transport companies and private property. Public transportation service companies should be able to increase a loyal customer than to find new customers, because loyal customers will continue to use services that have felt comfortable and satisfied and have a good relationship with the company's employees. While new customers who only use the services only once in the absence of a desire to use the services of return the company . In measure customer loyalty in the dimensions of service quality is the physical evidence, reliability, responsiveness, assurance and empathy. The fifth aspect of this dimension of service quality has a positive influence on the level of customer loyalty. Objects in the study itself is a Bus Damri Semarang. State-owned transport company was chosen due to the contribution Bus Damri Semarang City in maintaining and improving customer loyalty Damri bus itself from its competitors public transport companies in other cities that exist in the city of Semarang. The research method uses a questionnaire distributed to 100 passengers Bus Damri. After the results obtained through tests of reliability and validity, and then analyzed using a Multiple Linear Regression with SPSS 15.0 for Windows which includes the assumption of classical test conducted, test multikoleniaritas, heteroskedastisitas test, normality test, t test, test and test f the coefficient of determination (R2). Based on the analysis conducted, it was concluded that the service quality (SERVQUAL) affects the level of customer loyalty, either individually or simultaneously and empirically proven. The most dominant factor affecting customer loyalty in Bus Damri Semarang is a guarantee. The results of this study are expected to contribute to further research or as the information needed for academics and Bus Damri Semarang City it self.