Analisis Pengaruh Service Quality, Price Fairness, dan Brand Image di PT KAI Daop 8 Surabaya pada Kalangan Gen Z

Irawati, Siska (2026) Analisis Pengaruh Service Quality, Price Fairness, dan Brand Image di PT KAI Daop 8 Surabaya pada Kalangan Gen Z. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini didasarkan pada adanya perubahan perilaku oleh konsumen modern, khususnya Gen Z sebagai kelompok konsumen potensial yang dikenal sebagai digital native dan memiliki karakter pembelian yang kritis. Di tengah kompetisi transportasi publik yang semakin ketat, PT KAI perlu memahami faktor-faktor yang mendorong kepuasan dan loyalitas pelanggan agar mampu mempertahankan pangsa pasar serta meningkatkan kinerja bisnisnya. Tujuan dilakukannya penelitian ini yaitu untuk menganalisis pengaruh kualitas layanan, keadilan harga, dan citra merek terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel intervening pada PT KAI di kalangan Generasi Z. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Partial Least Squares Structural Equation Modeling (PLS SEM) melalui SmartPLS. Dalam penelitian ini melibatkan 260 orang sebagai responden yang termasuk dalam kategori Gen Z dan telah menggunakan PT KAI minimal satu kali pada periode tahun 2025. Hasil penelitian menunjukkan bahwa Service Quality, Price Fairness, dan Brand Image terbukti berpengaruh positif dan signifikan secara langsung terhadap Customer Satisfaction. Dalam membentuk Customer Loyalty, variabel Service Quality dan Brand Image berpengaruh langsung secara positif signifikan, sebagaimana halnya Customer Satisfaction yang juga terbukti meningkatkan Customer Loyalty. Selain itu, ketiga variabel independen tersebut juga berpengaruh positif secara tidak langsung terhadap Customer Loyalty melalui Customer Satisfaction. Namun, diperoleh temuan bahwa pada variabel Price Fairness tidak berpengaruh langsung secara positif signifikan terhadap Customer Loyalty, yang mana ini mengindikasikan bahwa persepsi keadilan harga semata yang diberlakukan oleh PT KAI Daop 8 Surabaya tidak mampu membentuk loyalitas pelanggan secara langsung melainkan harus membentuk rasa kepuasan terlebih dahulu (Customer Satisfaction) sebelum akhirnya memicu loyalitas oleh pelanggan. Implikasi dari penelitian ini menekankan bahwa pentingnya manajemen untuk berfokus pada peningkatan kepuasan pelanggan sebagai jembatan utama dalam mengubah persepsi harga menjadi loyalitas jangka panjang.
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This study is based on the changing behavior of modern consumers, particularly Generation Z, a potential consumer segment recognized as digital natives with critical purchasing characteristics. Amid increasingly intense competition in the public transportation industry, PT Kereta Api Indonesia (PT KAI) needs to understand the factors that drive customer satisfaction and loyalty in order to maintain its market share and enhance its business performance. Therefore, this study aims to analyze the effects of Service Quality, Price Fairness, and Brand Image on Customer Loyalty, with Customer Satisfaction serving as the intervening variable among Generation Z customers of PT KAI. This study employed a quantitative research approach using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with SmartPLS software. The study involved 260 respondents who belonged to Generation Z and had used PT KAI services at least once during the year 2025. The results indicate that Service Quality, Price Fairness, and Brand Image have positive and significant direct effects on Customer Satisfaction. In terms of Customer Loyalty, both Service Quality and Brand Image have positive and significant direct effects, while Customer Satisfaction is also found to significantly enhance Customer Loyalty. Furthermore, all three independent variables have positive and significant indirect effects on Customer Loyalty through Customer Satisfaction. However, the findings reveal that Price Fairness does not have a positive and significant direct effect on Customer Loyalty. This indicates that customers' perceptions of fair pricing implemented by PT KAI Operational Region 8 Surabaya (Daop 8 Surabaya) are insufficient to directly foster customer loyalty. Instead, fair pricing must first enhance Customer Satisfaction before ultimately leading to Customer Loyalty. The implications of this study emphasize the importance for management to prioritize improving Customer Satisfaction as the primary mechanism for transforming customers' perceptions of fair pricing into long-term loyalty.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Citra Merek, Keadilan Harga, Kepuasan Pelanggan, Kualitas Layanan, Loyalitas Pelanggan. Brand Image, Customer Loyalty, Customer Satisfaction, Price Fairness, Service Quality.
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management
Depositing User:	Siska Irawati
Date Deposited:	01 Aug 2026 04:13
Last Modified:	01 Aug 2026 04:13
URI:	http://repository.its.ac.id/id/eprint/141092

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