ANALYSIS OF THE EFFECT OF SERVICE QUALITY ON PASSENGER SATISFACTION OF TRANS BANJARBAKULA BUS IN BANJAR REGENCY, SOUTH KALIMANTAN

Abstract

This research is based on the importance of the role of the Trans Banjarbakula Bus, which will provide good service to customers so that customers feel satisfied using the services of the Trans Banjarbakula Bus. The problem of this study is the decrease in the number of passengers on the Trans Banjarbakula Bus since the enactment of tariffs and price increases. Implementing bus fares causes fewer passengers because passengers sometimes do not have internet packages and lack balance, as well as many passengers who do not understand bus payments and do not accept cash payments but scan QR. This study aims to find out the influence of service quality on increasing passenger satisfaction with Trans Banjarbakula Bus. The method used in this study is a quantitative descriptive method, which explains the description of improving service quality to passenger satisfaction. The results of this study are partial; through the t-test, it is known that all variables of physical evidence, responsiveness, assurance, attention and reliability affect passenger satisfaction. Simultaneously, through the F test, it was stated that there was a significant influence between the quality of Trans Banjarbakula Bus service and the passenger satisfaction of Trans Banjarbakula Bus. This study concludes that the services carried out by the Trans Banjarbakula Bus have experienced various challenges and changes that impact improving the quality of service.