ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUASAN KONSUMEN TERHADAP PENGGUNA JASA TRANSPORTASI (studi kasus pada pengguna bus Trans Jogja di Kota Yogyakarta)
Abstract: This research was
based on the level of consumer satisfaction, with the absence of similar
competitors why the level of consumer satisfaction can’t reach the standardized
level. This phenomenom is based on the variables quality of service, price
perception, and brand image. The purpose on this study was to analyze the
influence of quality service, price perception and brand image on consumer
satisfaction of Trans Jogja Bus in Yogyakarta city. And this study also aims to
analyze the most dominant factors influence on consumer satisfaction of
TransJogja Bus in Yogyakarta city.
The sample in this study is 100 respondents of user Trans Jogja bus.
Questionnaire instrument is used as data collectors, and the techniques used
are non-probability sampling techniques with the approach of accidental
sampling (sampling based on chance). Validity and reliability testing that
qualify as instrument. Multiple linear regression analysis is used to determine
the effect of variable quality service, price perception and brand image on the
consumer satisfaction.
The quality of service variable has the most impact on consumer satisfaction,
followed by price perception variable. While the brand image variable has
lowest influence compared to other variables. Hypotesis testing using t-test
showed that the three independent variables studied have influence on the
consumer satisfaction. Then through the F test can be seen that these three
variables simultaneously influencing consumer satisfaction.
Penulis: Shandy Ibnu Zakaria,
Sri Rahayu Tri Astuti
Kode Jurnal: jpmanajemendd131127
