Analisis Faktor-Faktor yang Memengaruhi Kesediaan Membayar Pelanggan terhadap Kualitas Pelayanan PT KAI di Stasiun Gubeng

Ramadhanti, Marsya Salsa Bella (2023) Analisis Faktor-Faktor yang Memengaruhi Kesediaan Membayar Pelanggan terhadap Kualitas Pelayanan PT KAI di Stasiun Gubeng. Diploma thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Kesediaan membayar merupakan jumlah maksimum yang dikeluarkan pelanggan untuk mendapatkan suatu barang atau jasa. Kesediaan membayar pelanggan diperkirakan dipengaruhi oleh kepuasan terhadap layanan yang diberikan. PT KAI merupakan satu-satunya Badan Usaha Milik Negara yang bergerak di bidang jasa transportasi kereta api sehingga, sangat mengutamakan kepuasan pelanggan. Disisi lain, pada tanggal 3 September 2022 pemerintah menaikkan harga Bahan Bakar Minyak yang pastinya memengaruhi operasional PT KAI. Dengan adanya kenaikan BBM, maka perlu untuk dilakukan analisis kesedian membayar pelanggan PT KAI khususnya di Stasiun Gubeng agar diketahui nominal kesediaan membayar pelanggan jika suatu saat PT KAI diharuskan untuk menaikkan harga tiket kereta api. Oleh karena itu, dilakukan analisis menggunakan data kesediaan membayar pelanggan PT KAI di Stasiun Gubeng serta faktor-faktor yang diduga memengaruhi kesediaan membayar. Metode analisis yang digunakan adalah Regresi Logistik Biner serta Importance Performance Analysis. Hasil yang didapatkan menunjukkan bahwa sebagian besar pelanggan menaiki kereta api jenis ekonomi dan mayoritas pelanggan bersedia untuk membayar lebih dengan nominal kesediaan membayar adalah sebesar ≤Rp. 10.000. Hasil pengujian menggunakan Regresi Logistik Biner didapatkan bahwa variabel asal daerah, jenis kereta api yang dinaiki serta dimensi pelayanan daya tanggap berpengaruh signifikan terhadap kesediaan pelanggan membayar lebih dari layanan yang disediakan oleh PT KAI di Stasiun Gubeng. Namun, berdasarkan diagram Importance Performance Analysis terdapat layanan yang perlu untuk segera dilakukan perbaikan yakni, jaminan ketepatan waktu keberangkatan dan kedatangan, jaminan keamanan tempat parkir dan kebersihan toilet.
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Willingness to pay is the maximum amount issued by a customer to obtain a good or service. Willingness to pay customers is estimated to be influenced by satisfaction with the services provided. PT KAI is the only State-Owned Enterprise that operates in the field of rail transportation services so that it prioritizes customer satisfaction. Besides, on September 3 2022 the government increased the price of fuel oil which certainly affected PT KAI's operations. With the increase in fuel prices, it is necessary to carry out an analysis of PT KAI's customers willingness to pay, especially at Gubeng Station in order to find out the nominal willingness to pay customers if one day PT KAI is required to increase train ticket prices. Therefore, an analysis is carried out using willingness to pay data based on the quality of services that have been provided by PT KAI at Gubeng Station and the factors that are thought to influence willingness to pay. Using the Binary Logistic Regression method and Importance Performance Analysis, the result obtain show that the majority of customers take economy type trains so that the majority of customers willingness to pay more with a nominal willingness to pay of ≤Rp. 10,000. The results of the test using Binary Logistic Regression found that the variable type of train being ridden and the dimensions of service responsiveness have a significant effect on customer willingness to pay and from the services provided by PT KAI at Gubeng Station there are services that need to be repaired immediately, namely, guaranteening timely departure and arrival, parking security guaranteening and toilet cleanliness.

Item Type:	Thesis (Diploma)
Uncontrolled Keywords:	Importance Performance Analysis, Kepuasan Pelanggan, Kesediaan Membayar, PT KAI, Regresi Logistik Biner, Binary Logistic Regression, Customer Satisfaction, Importance Performance Analysis, Willingness to Pay
Subjects:	H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction Q Science > QA Mathematics > QA278.2 Regression Analysis. Logistic regression
Divisions:	Faculty of Vocational > 49501-Business Statistics
Depositing User:	Marsya Salsa Bella Ramadhanti
Date Deposited:	31 May 2023 05:41
Last Modified:	31 May 2023 05:41
URI:	http://repository.its.ac.id/id/eprint/98024

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