Identifikasi Overall Satisfaction terhadap Service Quality Berdasarkan Persepsi dan Ekspektasi Konsumen: Studi Kasus Taksi Resmi Bandar Udara Internasional Juanda Surabaya

Safitri, Azizah Yulia (2019) Identifikasi Overall Satisfaction terhadap Service Quality Berdasarkan Persepsi dan Ekspektasi Konsumen: Studi Kasus Taksi Resmi Bandar Udara Internasional Juanda Surabaya. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Persaingan di industri transportasi saat ini semakin kompetitif ditandai dengan hadirnya inovasi yang ditawarkan transportasi berbasis aplikasi online melalui kenyamanan, kemudahan menggunakan layanan melalui aplikasi dan terjangkaunya tarif yang diberikan dapat menjadi alasan mengapa masyarakat lebih cenderung memilih untuk menggunakan transportasi berbasis aplikasi online dibandingkan dengan transportasi konvensional. Taksi resmi Bandar Udara Juanda Surabaya yang dikelola oleh PT Angkasa Pura I (Persero) merupakan salah satu transportasi konvensional yang terkena dampak negatif dari hadirnya transportasi berbasis aplikasi online yaitu penurunan pendapatan dari tahun ke tahun yang mengakibatkan revenue share kepada PT Angkasa Pura I (Persero) kurang maksimal. Maka dari itu, penelitian ini dilakukan dengan tujuan untuk menganalisis kepuasan dan loyalitas penumpang terhadap kualitas layanan taksi resmi Bandar Udara Juanda Surabaya berdasarkan persepsi dan ekspektasi yang mereka miliki, sehingga dapat direkomendasikan perbaikan terhadap atribut kualitas layanan yang dianggap kurang memuaskan. Desain penelitian yang digunakan adalah konklusif deskriptif multiple cross-sectional dengan pengumpulan data dilakukan menggunakan kuesioner online secara offline. Kuesioner disebarkan di Bandar Udara Juanda Surabaya kepada 214 sampel dengan kriteria pengguna taksi resmi Bandar Udara Juanda Surabaya dalam 3 bulan terakhir. Data penelitian diolah menggunakan Structural Equation Modeling (SEM), Analisis gap, American Customer Satisfaction Index (ACSI), dan Customer Loyalty Index (CLI). Hasil penelitian ini adalah persepsi berpengaruh positif dan signifikan terhadap overall satisfaction, namun sebaliknya ekspektasi tidak berpengaruh terhadap overall satisfaction. Selain itu, penelitian ini menemukan bahwa kepuasan dan loyalitas pengguna taksi resmi Bandar Udara Juanda Surabaya masih terbilang cukup dan terdapat beberapa atribut layanan yang masih memiliki kinerja jauh dari harapan yang mereka miliki. Terdapat beberapa implikasi manajerial yang dapat dipertimbangkan untuk digunakan oleh operator taksi resmi Bandar Udara Juanda Surabaya dan PT Angkasa Pura I (Persero) dengan tujuan meningkatkan kualitas layanan sehingga tercipta kepuasan dan loyalitas yang maksimal. Implikasi manajerial tersebut diantaranya mengubah sistem penetapan tarif taksi menjadi argo meter, mengubah cara penawaran jasa taksi kepada pengunjung Bandar Udara Juanda Surabaya menjadi lebih memanfaatkan media online, dan pengadaan speed monitoring system untuk meningkatkan keamanan didalam kendaraan. ================================================================================================ Transportation industry is now increasingly competitive, characterized by the presence of innovations offered by online application-based transportation through convenience, ease of use through applications and affordability of the prices provided become the reasons why people like to use online application-based transportation compared to conventional transportation. Surabaya Juanda Airport taxi managed by PT Angkasa Pura I (Persero) is one of the conventional transportation that has been negatively affected by the presence of online application-based transportation, experiencing a decline in revenue from year to year resulting in a not maximal revenue share for PT Angkasa Pura I (Persero). Therefore, this research was conducted with the aim of analyzing passenger satisfaction and loyalty towards the quality of the Surabaya Juanda Airport taxi services based on their perceptions and expectations, so that improvements in service quality attributes that are considered unsatisfactory can be recommended. The research design used was conclusive descriptive multiple cross-sectional and the data was collected using an online questionnaire distributed through offline way. The questionnaire was distributed in Terminal 1 Surabaya Juanda Airport, 214 samples were collected with a criteria of Surabaya Juanda Airport taxi users in the last 3 months. The research data was processed using Structural Equation Modeling (SEM), gap analysis, American Customer Satisfaction Index (ACSI), and Customer Loyalty Index (CLI). The results of this study are perception has a positive and significant effect on overall satisfaction, but expectation do not affect overall satisfaction. In addition, this study found that the satisfaction and loyalty of Surabaya Juanda Airport taxi users are still fairly adequate and there are several service attributes with performance far from their expectations. There are several managerial implications that can be considered by the Surabaya Juanda Airport taxi operators and PT Angkasa Pura I (Persero) with the aim of improving service quality to create maximum satisfaction and loyalty. The managerial implications include changing the taxi tariff setting system to argo meter, changing the way taxi services are offered to visitors of Surabaya Juanda Airport to online media advertising, and providing speed monitoring systems to improve security in vehicles.

Item Type: Thesis (Undergraduate)
Additional Information: RSMB 658.834 3 Saf i-1 2019
Uncontrolled Keywords: Ekspektasi, Kepuasan, Loyalitas, Persepsi, Structural Equation Modeling (SEM)
Subjects: H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
T Technology > T Technology (General)
T Technology > TE Highway engineering. Roads and pavements > TE7 Transportation--Planning
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User: Safitri Azizah Yulia
Date Deposited: 31 Oct 2021 15:21
Last Modified: 31 Oct 2021 15:21
URI: https://repository.its.ac.id/id/eprint/61381

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