ANALISIS PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PENUMPANG BRT TRANS SEMARANG MENGGUNAKAN PARTIAL LEAST SQUARE (PLS) (STUDI KASUS: MAHASISWA UNIVERSITAS DIPONEGORO)

Abstract

BRT Trans Semarang is an integrated bus transportation system that operates in Semarang City and parts of Semarang Regency. This transportation provides service facilities such as the availability of bus stops, air-conditioned rooms to travel route information. The facility is expected to be able to provide service satisfaction for its passengers. This study was conducted to determine the effect of service quality on the satisfaction of Trans Semarang BRT passengers using Partial Least Square (PLS), with a case study of Diponegoro University students. PLS is an alternative approach from covariance-based SEM to variance-based. The advantage of PLS is that it is able to handle covariance-based SEM problems such as measuring data with a certain scale, small sample numbers, abnormal data and the presence of multicholinearity. The quality of this service is measured through the variables of Direct Evidence, Reliability, Responsiveness, Empathy and Guarantee. Passenger satisfaction is measured through a sense of pleasure, a positive impression to others and the absence of complaints. The results showed that the variables that had a significant effect on the satisfaction of Trans Semarang BRT passengers were the variables of Direct Evidence, Reliability and Responsiveness. Variables that do not have a significant effect on the satisfaction of Trans Semarang BRT passengers are the empathy and guarantee variables. The Adjusted R-Square value of 0.414 means that the variables of Direct Evidence, Reliability and Responsiveness affect the satisfaction of Trans Semarang BRT passengers by 41.4%.Keywords : Service Quality, Passenger Satisfaction, BRT Trans Semarang, Partial Least Square (PLS).