ANALYSIS OF PASSENGER SATISFACTION TOWARDS ELECTRIC BUS SERVICES THROUGH SERVQUAL METHOD

Abstrak

This research aims to measure the satisfaction level of passengers of PT Kalista Biru Nusantara (Kalista Group) electric bus in Medan and analyze the gap between expectations and perceptions of service quality. The high competition in the transportation service sector requires companies to continuously improve service quality as a key strategy to maintain passenger loyalty. Based on an initial survey, indications of dissatisfaction were found related to schedule mismatches, inadequate safety facilities, insufficient bus stop conditions, and unresponsive staff service. Therefore, this study also aims to formulate targeted service improvement strategies. The approach used is quantitative, with the service quality (Servqual) method. The independent variables consist of five servqual dimensions, namely tangible (X₁), reliability (X₂), responsiveness (X₃), assurance (X₄), and empathy (X₅), while the dependent variable is passenger satisfaction (Y). Data analysis was conducted using structural equation modeling (SEM) based on smart partial least squares (SmartPLS). The analysis results show that the five dimensions of service simultaneously have a positive and significant effect on passenger satisfaction of PT Kalista Biru Nusantara (Kalista Group) electric bus. Partially, the dimensions of reliability and assurance were found to be the most dominant factors in shaping passenger satisfaction. Overall, the five servqual dimensions contribute 5% to passenger satisfaction, while the remaining 95% is influenced by other factors outside the research model. It is recommended that PT Kalista Biru Nusantara (Kalista Group) electric bus prioritize improving service quality in the dimensions of reliability (especially punctuality of departures and the ticketing service system) and assurance (by ensuring all staff provide friendly, polite, and professional service).