UNIVERSITY STUDENTS’ PERCEPTIONS OF PUBLIC BUS SERVICE EFFICIENCY AND EFFECTIVENESS IN INFLUENCING RIDERSHIP

The efficiency and effectiveness of public bus services are essential for fostering sustainable urban transportation. In Malaysia, despite widespread concerns about lengthy commutes, congestion-related stress, and high traffic fatality rates, private vehicles remain the dominant mode of transport, even among university students. This examines university students' perceptions of public bus service efficiency and effectiveness, aiming to identify areas for improvement to increase public transport usage. A mixed-method approach was adopted to provide a comprehensive analysis of users’ experiences and perceptions. Findings indicate that economic factors significantly influence ridership rates, particularly among young adults who often face financial constraints. At the same time, this demographic is highly mobile, relying on transportation for social, educational, and physical activities. Furthermore, satisfaction with service quality emerges as a critical determinant of public bus loyalty. To enhance efficiency and increase ridership, the study recommends addressing the multifaceted factors influencing public bus service use through a comprehensive strategy. Future research should delve into socioeconomic analyses to better understand these dynamics.