Pengaruh Aksesibilitas dan Kualitas Pelayanan terhadap Loyalitas Penggunaan dengan Kepuasan Pelanggan sebagai Variabel Intervening pada PT KAI (Studi Kasus Stasiun Kota Medan)

Abstract

This study aims to analyze the influence of Accessibility and Service Quality on Usage Loyalty with Customer Satisfaction as an intervening variable among consumers of PT Kereta Api Indonesia (PT. KAI) at Medan City Station. The background of this research is the relatively low realization of passenger numbers compared to the target, as well as numerous complaints regarding physical access and service quality at the station. This research uses a quantitative approach with a survey method. The sample consists of 220 respondents who are users of railway services at Medan City Station. The data analysis technique employed is Structural Equation Modeling (SEM) based on Partial Least Squares (PLS), using SmartPLS version 4.0 software. The results show that both Accessibility and Service Quality have a positive and significant effect on Customer Satisfaction and Usage Loyalty. Customer Satisfaction is also proven to have a significant influence on Usage Loyalty. Moreover, Customer Satisfaction significantly mediates the effect of Accessibility and Service Quality on Usage Loyalty. The conclusion of this study is that ease of access and high-quality service are key factors in creating customer satisfaction and loyalty toward PT. KAI’s services, particularly at Medan City Station. Therefore, PT. KAI needs to continuously improve access infrastructure integration and service quality to maintain and enhance long-term customer loyalty.