Pengaruh Harga, Kemudahan Pembayaran, Waktu Tunggu, Kualitas Pelayanan, Dan Keamanan Terhadap Niat Untuk Menggunakan Kembali Suroboyo Bus

Putri Dwi Rahayuđź–‚, Didit Darmawan

Sari


Penelitian ini dimaksudkan untuk menganalisis bagaimana harga tiket, kemudahan pembayaran, waktu tunggu, kualitas pelayanan, dan keamanan mempengaruhi terhadap niat pengguna untuk menggunakan kembali Suroboyo Bus. Pendekatan kuantitatif digunakan dalam studi ini melalui metode survei kepada para pengguna Suroboyo Bus. Data diperoleh dari penyebaran kuesioner kepada 100 responden yang sebelumnya telah menggunakan layanan tersebut. Hasil penelitian menunjukkan bahwa harga tiket, kemudahan pembayaran, waktu tunggu, kualitas pelayanan, dan keamanan memiliki dampak yang berarti terhadap niat atau keputusan untuk menggunakan kembali Suroboyo Bus. Secara spesifik, kemudahan pembayaran dan kualitas pelayanan memiliki pengaruh paling kuat terhadap niat pengguna untuk menggunakan kembali, diikuti oleh faktor keamanan, waktu tunggu, dan harga tiket. Hasil studi ini memberikan kontribusi praktis bagi manajemen Suroboyo Bus dan Pemerintah Kota Surabaya dalam upaya meningkatkan mutu layanan dan sistem pembayaran, guna mendorong minat masyarakat terhadap penggunaan transportasi umum. Selain itu, hasil ini turut memperkaya wacana akademik mengenai faktor-faktor yang memengaruhi niat penggunaan ulang moda transportasi umum di Indonesia.

 

Kata Kunci: Harga Tiket, Kemudahan Pembayaran, Waktu Tunggu, Kualitas Pelayanan, Keamanan, Niat Menggunakan Kembali


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DOI: https://doi.org/10.37531/yum.v8i2.9110

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