PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PADA LAYANAN BUS CITRA RAYA RUTE CITRA RAYA – GROGOL

This study analyzes the relationship between service quality and customer satisfaction in public transportation services, focusing on the Citra Raya Bus located in Tangerang Regency. Service quality is measured through indicators such as bus frequency, punctuality, bus speed, seating availability, air conditioning, schedule information, cleanliness, comfort, safety, and fares. Data were obtained from questionnaires distributed to passengers to measure their perceptions of their experience using the service. The analysis was conducted using SPSS software with the One Sample T-Test and Independent Sample T-Test methods to identify the factors that most influence customer satisfaction. The results of the study, based on 163 respondents, show that customers are satisfied with the service quality of the Citra Raya bus, as evidenced by the One Sample T-Test results, which have a mean score above 2.5. However, the Independent Sample T-Test results were not significant, indicating that respondents were dissatisfied with the quality of service on the indicators of bus speed, seating availability, schedule information, safety, comfort, and usage expectations. Abstrak Penelitian ini menganalisis hubungan antara kualitas pelayanan dan kepuasan pelanggan pada layanan transportasi umum, dengan fokus pada Bus Citra Raya yang berlokasi di Kabupaten Tangerang. Kualitas pelayanan diukur melalui indikator frekuensi bus, ketepatan waktu, kecepatan bus, tempat duduk, pendingin udara, informas jadwal, kebersihan, kenyamanan, keamanan, dan tarif. Data diperoleh dari kuesioner yang disebarkan kepada penumpang untuk mengukur persepsi mereka terhadap pengalaman menggunakan layanan. Analisis menggunakan aplikasi SPSS dengan metode One Sample T-Test dan Independent Sample T-Test untuk mengidentifikasi faktor-faktor yang paling memengaruhi kepuasan pelanggan. Hasil penelitian dari 163 responden membuktikan bahwa pelanggan puas dengan kualitas pelayanan bus Citra Raya, hal ini dilihat dari hasil uji One Sample T-Test yang memiliki rataan diatas 2,5. Untuk uji Independent Sample T-Test memberikan hasil yang tidak signifikan, yang menandakan bahwa responden tidak puas dengan kualitas pelayanan pada indikator kecepatan bus, tempat duduk, informasi jadwal, keamanan, kenyamanan, dan ekspetasi penggunaan.