Hubungan Kualitas Pelayanan Angkutan Umum Terhadap Kepuasan Konsumen (Studi Kasus: KPUM Trayek 64 Kota Medan)

Abstract

This study aims to: (1) measure the level of service quality, (2) analyze the relationship between service quality and customer satisfaction, and (3) identify the service quality factors that most affect consumer satisfaction. This type of research is a survey using a questionnaire as a data collection tool, which is then analyzed using quantitative methods. The research sample consisted of 100 respondents, and the data was analyzed by the Rank Spearman test. The results of the Spearman Rank Test with SPSS, it can be seen that the research quality variables in the aspects of Tangibles, Reliability, and Assurance, have a positive and significant relationship with strong categories on consumer satisfaction variables. Meanwhile, in the aspects of Responsiveness and Emphaty, positive and significant relationship results with categories are quite strong.