Loyalitas Pelanggan pada Pengguna Commuter Line Jabodetabek: Pengaruh Kualitas Layanan, Fasilitas, dan Persepsi Harga melalui Kepuasan Pelanggan
DOI:
https://doi.org/10.63203/lova.v1i2.551Keywords:
custumer loyalty, service quality, facilities, price preception, customer satisfactionAbstract
Loyalitas pelanggan menjadi tantangan penting dalam layanan transportasi publik karena tingginya mobilitas masyarakat tidak selalu diikuti oleh penggunaan layanan secara berkelanjutan. Penelitian ini bertujuan menganalisis pengaruh kualitas layanan, fasilitas, dan persepsi harga terhadap loyalitas pelanggan melalui kepuasan pelanggan pada pengguna Kereta Api Commuter Line Jabodetabek. Penelitian menggunakan pendekatan kuantitatif dengan desain explanatory research terhadap 110 responden yang dipilih menggunakan purposive sampling. Data dikumpulkan melalui kuesioner online dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan SmartPLS 4. Hasil penelitian menunjukkan bahwa kualitas layanan berpengaruh positif dan signifikan terhadap loyalitas pelanggan dan kepuasan pelanggan. Sebaliknya, fasilitas dan persepsi harga tidak berpengaruh langsung terhadap loyalitas pelanggan, tetapi berpengaruh signifikan terhadap kepuasan pelanggan. Kepuasan pelanggan juga terbukti memediasi pengaruh kualitas layanan, fasilitas, dan persepsi harga terhadap loyalitas pelanggan. Model penelitian menunjukkan kemampuan penjelasan yang kuat terhadap loyalitas pelanggan (R² = 0,844). Secara teoritis, penelitian ini menegaskan peran kepuasan pelanggan sebagai mekanisme utama pembentuk loyalitas pelanggan pada transportasi publik. Secara praktis, peningkatan loyalitas pelanggan perlu difokuskan pada kualitas layanan yang mampu menciptakan kepuasan pelanggan secara berkelanjutan.
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