PENGEMBANGAN MODEL KUALITAS JASA TRANSPORTASI UMUM MENGGUNAKAN METODE QUALITY FUNCTION DEPLOYMENT (QFD) (Studi pada BRT Trans Semarang Koridor II)

Abstract

BRT Trans Semarang is a modern public transportation service established by the Government of Semarang City and managed by BLU Trans Semarang. Nowadays, competition within the public transportation service industry is significantly growing. This condition makes BLU Trans Semarang face a big challenge on how they can “listen to” the voice of their customers, in order to strengthen their existence in the industry. This study aims at analysing the priority of customer requirements of Trans Semarang BRT Corridor II which are categorized into five dimensions of SERVQUAL (Tangible, Reliability, Responsiveness, Assurance, and Empathy). This study used purposive sampling technique and questionnaires as the instrument. There were 96 respondents (daily users of BRT Trans Semarang Corridor II which is spread in six bus stops) involved in this research. To elaborate the data collected, the assessment from BLU Trans Semarang was Included. The priorities of customer requirements were analysed using Importance - Performance Analysis (IPA) and Quality Function Deployment (QFD). This research found that, on one hand, "there is a definite arrival schedule" was the highest priority among the customer requirements based on IPA analysis. On the other hand, "free from traffic jam" was the highest priority (with normalized raw weight 4.82%) among the customer requirements based on the QFD analysis. The difference is due to the contra perceptions between customers and management regarding the quality of BRT Trans Semarang Corridor II services. Thus, BLU Trans Semarang should immediately improve the quality of their services in these two attributes in order to achieve the vision of the company; "Providing Professional, Self-Reliable, Reliable and Affordable BRT Services".