ANALISIS STRATEGI MANAJEMEN OPERASIONAL PADA RUAS JALAN TOL SEMARANG – BATANG DALAM MENINGKATKAN KEPUASAN PENGGUNA

The Semarang–Batang segment of the Trans-Java Toll Road serves as a vital artery for social mobility and regional economic distribution in Central Java. However, rising traffic volumes often introduce operational bottlenecks that can compromise commuters' comfort and peace of mind. This study aims to evaluate how operational management strategies can be optimized to elevate service quality and foster genuine commuter satisfaction. Adopting a descriptive quantitative approach, this research gathered empirical survey data from 100 active toll road users. The collected data were systematically analyzed through multiple linear regression techniques using SPSS 26. The statistical outcomes demonstrate that all operational strategy dimensions exert a positive and significant influence on public satisfaction. Individually, traffic management emerged as the most dominant catalyst in alleviating congestion (t = 6.375), followed by infrastructure and facility maintenance (t = 5.222), and information system reliability ($t = 2.086$). Collectively, these three elements explain a substantial 98.6% of the variance in user satisfaction. Discussion: These insights underscore that commuter satisfaction transcends mere metrics; it reflects the fulfillment of fundamental human needs for safety, time-efficiency, and respect. To sustain this trust, operators must prioritize human-centric improvements, such as swiftly patching damaged pavements, optimizing rest area hygiene, and deploying responsive help buttons at toll booths to ensure a dignified and smooth travel experience.