FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUASAN KONSUMEN PENGGUNA JASA TRANSPORTASI (Studi Kasus Pada Pengguna BRT Kota Semarang Koridor II Trayek Terboyo-Sisemut)

Abstract

Semarang city was once the capital city atlas of Central Java which has problems in transportation. Inadequate transportation tool makes people much are use of private vehicles. In addition, the attitude of service and quality of service provider by the BRT in fact has not been satisfactory.

This research aimed to determine the effect of service attitude, quality of service, and word of mouth to customer satisfaction transport service BRT corridor II Route Terboyo-Sisemut Semarang. Samples taken as many as 75 respondents using probability sampling techniques. The analysis techniqueusedis multiple linear regression.

Based on the research hypothesiss how ed hypothesis I accept with r count of 2.282.Hypothesis II accept with r count of 3.211. Hypothesis III accept with r count of 2.802.It isevident that t>t tabel count of 1.666. FiguresR square indicatest hat the independent variable can be explained by the dependent variableof 63.2%.

Keywords: AttitudeServices, Quality of Service, Wordof Mouth, Customer Satisfaction.