ANALISIS KESEDIAAN MEMBAYAR (WILLINGNESS TO PAY) PELANGGAN DALAM UPAYA PENINGKATAN KUALITAS DAN KUANTITAS PELAYANAN (Studi Kasus: BRT Trans Semarang)

RISKI SUKMA PUTRI, KHAIRINA and IKa Rinawati, Dyah (2013) ANALISIS KESEDIAAN MEMBAYAR (WILLINGNESS TO PAY) PELANGGAN DALAM UPAYA PENINGKATAN KUALITAS DAN KUANTITAS PELAYANAN (Studi Kasus: BRT Trans Semarang). Undergraduate thesis, diponegoro university.

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Abstract

ABSTRAK Saat ini transportasi, terutama kendaraan pribadi, berkembang pesat sehingga menimbulkan kemacetan. Pemerintah memberikan solusi berupa pengadaan BRT (Bus Rapid Transit). Keberadaan BRT ini diharapkan bisa menjadi solusi untuk mengurangi tingkat kemacetan di kota besar, salah satunya di kota Semarang. Berdasarkan data, load factor BRT Trans Semarang saat ini baru mencapai 50% sejak dioperasikan pada Oktober 2010. Dari data keluhan pelanggan yang ada di BLU UPTD Terminal Mangkang, diketahui jika hal tersebut disebabkan salah satunya karena mereka mengeluhkan akan buruknya kualitas pelayanan yang diberikan. Sehingga perlu adanya peningkatan pelayanan yang diharapkan dapat meningkatkan tingkat load factor yang ada saat ini. Maka dibutuhkan tambahan biaya guna meningkatkan kualitas dan kuantitas pelayanan. Sehingga diperlukan suatu nilai yang dapat merefleksikan kesediaan pelanggan dalam membayar tarif baru yang ditetapkan sebagai upaya peningkatan kualitas dan kuantitas pelayanan BRT Trans Semarang. Dari penelitian yang dilakukan, diperoleh hasil bahwa ada 4 jenis atribut pelayanan yang diprioritaskan untuk ditingkatkan karena memiliki pengaruh besar terhadap peningkatan kepuasan pelanggan, yaitu tiket, kebersihan, fasilitas dan SOP. Nilai WTP untuk peningkatan 1 atribut pelayanan ialah Rp 4.100,-; 2 atribut pelayanan sebesar Rp 4.800,-; 3 atribut pelayanan sebesar Rp 5.400,-; serta 4 atribut sebesar Rp 6000,-. Serta dari semua karateristik pelanggan yang ada, karakteristik yang berpengaruh terhadap kesediaan membayar (WTP) adalah tingkat pendapatan serta tujuan perjalanan. ABSTRACT Currently transportation, particularly private vehicles, growing rapidly causing a heavy traffic jam. The Central Government gives the solutions by procuring a new system namely BRT (Bus Rapid Transit). The existence of BRT is expected to become a solution in reducing the level of traffic jam in several big cities, one of them is Semarang. Based on the data, load factor BRT Trans Semarang has recently reached 50% or total load factor since it operated in October 2010. From the data of customer complaints in the BLU UPTD Terminal Mangkang, the condition is caused by the customer complain about the poor quality of services provided. So it’s needed an increase in BRT Trans Semarang services in order to to increase the level of the available load factor today. When increasing the services, it takes additional cost in order to increase the quality and quantity of service. Se, we have to know a value to reflect the customer's willingness to pay the new rates set in an effort to improve the quality and quantity of services BRT Trans Semarang. From the research conducted, the result is there are 4 types of service attributes prioritized to be upgraded because it has a major impact on improving customer satisfaction, namely ticketing system, cleanliness, facilities and SOP. WTP values for improving service attributes is Rp 4.200 for 1 attribute, Rp 4.800,- for 2 attributes, Rp 5.400,- for 3 attributes, and Rp 6.000,- for 4 attributes. As well as all the characteristics of existing customers, the respondent characteristics that influence the willingness to pay (WTP) is the level of income as well as a travel destination

Item Type:Thesis (Undergraduate)
Uncontrolled Keywords: Load Factor, Kano, Crosstab, WTP Load Factor, Kano, Crosstab, WTP
Subjects:T Technology > T Technology (General)
T Technology > TS Manufactures
Divisions:Faculty of Engineering > Department of Industrial Engineering
Faculty of Engineering > Department of Industrial Engineering
ID Code:38674
Deposited By:Mr/Ms teknik industri
Deposited On:27 Feb 2013 15:22
Last Modified:28 Feb 2013 10:12

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