Factor Affecting Customer Preference to Use Shuttle Bus over High-Speed Train in Indonesia

Abstract

This paper investigates the factors affecting customer preference to choose a shuttle bus over a high-speed train (Whoosh) in Indonesia. The study is based on the theory of planned behavior and focuses on customer satisfaction, which is a primary determinant in the selection of public transport. The research collected data through interviews and surveys. The survey gathered information from 105 frequent travelers who choose shuttle bus as their main transportation mode and have experienced using high-speed trains. The findings showed that the factors affecting people to choose shuttle bus over high-speed train are availability, accessibility, duration, and comfort. The study provides insights into understanding customer preferences and helps build efficient strategies based on internal strengths and profitable opportunities.