ANALISIS KEPUASAN PELANGGAN TERHADAP JASA TRANSPORTASI UDARA DENGAN PENDEKATAN MODEL SERVQUAL (KASUS: RUTE BANDUNG - SURABAYA YANG DILAYANI OLEH PT XYZ)

Darwin Darwin

Abstract


Persaingan perusahaan angkutan udara semakin meningkat maka untuk meraih konsumen diperlukan pemahaman apa yang diharapkan mereka dalam pelayanan karena tarif bukan lagi sebagai tolok ukur dalam merebut pasar namun kualitas pelayanan perusahaan yang akan membuat mereka loyal. Penelitian ini bertujuan untuk menggali faktor yang penting dalam memenuhi kepuasan konsumen dengan pendekatan konsep Servqual. Sejumlah 250 kuesioner disebarkan kepada para penumpang, hanya 90 % yang bisa diolah. Hasil pengolahan data menunjukan bahwa kepuasan penumpang merupakan kombinasi linier dari faktor berikut.

KP = -1,310 + 0,528F1 + 0,166F2 + 0,221F3 + 0,190F4+ 0,190F5

Dengan nilai R (koefisien korelasi) sebesar 0,947 dan R2(koefisien determinasi) sebesar 0,897 hal ini berarti model yang terbentuk mampu menjelaskan keterkaitan yang kuat antara variabel dependen (Kepuasan Penumpang) dengan variabel independen (Dimensi kualitas layanan) Dari Tabel ANOVA diperoleh nilai F hitung sebesar 292,904 dengan tingkat signifikansi di bawah 0,005 berarti variabel independen secara keseluruhan sudah signifikan. Dimana F1(Keselamatan dan Keamanan), F4 (Empati), F2 (Aksesibilitas), F5 (Kenyamanan dan Kesenangan) dan F3 (Waktu). Sedangkankan konstanta –1,310 menunjukkan pengaruh variabel lain belum terdeteksi dalam penelitian ini.

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The competition of air transport companies is increasing so that to reach consumers is needed an understanding of what is expected of them in service because tariffs are no longer a benchmark in seizing the market but the quality of service of the company will make them loyal. This study aims to explore factors that are important in meeting customer satisfaction with the Servqual concept approach. A total of 250 questionnaires were distributed to passengers, only 90% of which could be processed. Data processing results show that passenger satisfaction is a linear combination of the following factors.

KP = -1,310 + 0,528F1 + 0,166F2 + 0,221F3 + 0,190F4 + 0,190F5

With the value of R (correlation coefficient) of 0.947 and R2 (coefficient of determination) of 0.897 this means that the model formed is able to explain the strong relationship between the dependent variable (Passenger Satisfaction) with the independent variable (service quality dimension) From the ANOVA table obtained F count values amounting to 292.904 with a significance level below 0.005 means that the overall independent variable is significant. Where F1 (Safety and Security), F4 (Empathy), F2 (Accessibility), F5 (Comfort and Fun) and F3 (Time). Whereas constants -1,310 indicate the influence of other variables has not been detected in this study.


Keywords


Konsep Servqual;Variabel Dependen;Variabel Independen;Concept of Servqual; Dependent Variables; Independent Variables

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