Pengaruh Kualitas Pelayanan, Harga, dan Citra Merek terhadap Kepuasan Pelanggan dalam Pemakaian Jasa Transportasi Bus Studi Kasus pada PT ATS (Aceh Transport)

Abstract

Transport is a very influential element in the economy. Transportation serves as the supporting, driving and driving economic growth. Ground transportation is any form of transportation that use the road to transport passengers or goods. One aspect of land transportation that are directly related to people's life is public transport. One of the companies whose activity is organized ground transportation services is PT. ATS. PT. Transport Aceh, better known by the name of PT. ATS was founded in 1971, currently manages a fleet totaling 9 buses. PT. ATS is very well known by the general public trayeknya that can serve a trip to various cities / regions in northern Sumatra and Aceh. The purpose of this study was to determine and analyze the influence of mix of quality of service, price, and brand image on customer satisfaction in the use of bus transportation services in PT. ATS. This type of research is associative, with a quantitative approach. Methods of data collection is done with the interview (interview), a list of questions (questionnaire), and documentation study. Model analysis of the data used is multiple linear regression analysis. The population in this study is the customer who has been at least 2 (two) times using the services of buses, amounted to 1,500 persons, ie passengers who bought tickets from Medan station in satau full moon. Determination of the number of samples in this study using Slovin formula and the number of research samples are as many as 94 customers. The results showed that the variable quality of service, price, and brand image, a significant effect on customer satisfaction. The conclusion from this study is the quality of service, price, and brand image are simultaneously significant effect on customer satisfaction Transport Bus Aceh. Similarly, partially quality of service, price, and brand image significantly influence customer satisfaction Aceh Bus Transport.