Analisis Penggunaan Bus Listrik Dalam Implementasi Transportasi Hijau Terhadap Tingkat Kepuasan Konsumen di Kota Medan

Abstract

Electric buses represent a crucial innovation in realizing green and sustainable transportation in Medan City. The increasing number of motor vehicles in Medan has led to various negative environmental impacts, such as rising greenhouse gas emissions and declining air quality. Medan City faces significant challenges concerning air pollution and high traffic congestion. In the context of supporting sustainable development programs, the Medan City government implemented the use of electric buses as part of its efforts to develop green transportation. Electric buses have considerable potential in supporting this objective by encouraging their use for daily commutes. This study aims to analyze the implementation of electric bus usage as part of green transportation and to measure the level of consumer satisfaction with the electric bus service. The research utilizes primary data collected through questionnaires distributed to respondents based on a purposive sampling technique. Respondents included all members of the community in Medan City and its surrounding areas who have used the electric bus service. The data analysis technique employed is the Structural Equation Modeling (SEM) method with the Partial Least Square (PLS) approach, using the SmartPLS application. The research findings indicate that all three exogenous variables examined showed a positive result on consumer satisfaction in using electric buses. This finding affirms the crucial role of government and operators in realizing green and sustainable transportation, and the necessity to improve service quality in dimensions that are still weak, particularly timeliness, to maintain and increase user loyalty. These findings suggest that the presence of electric buses not only supports the creation of an environmentally friendly transportation system but also enhances the quality of public transportation services.