Pengaruh Kualitas Pelayanan, Customer Experience, dan Harga Terhadap Kepuasan Pelanggan Kereta Api Turangga di Kota Bandung (Studi PT KAI DAOP 2 Bandung)
DOI:
https://doi.org/10.35870/jemsi.v11i4.4466Keywords:
Customer Experience, Price, Customer Satisfaction, Service QualityAbstract
This research aimed to assess the degree to which service quality, customer experience, and pricing influence customer satisfaction among users of the Turangga Train service in Bandung. The study was motivated by a decline in satisfaction levels, which has been attributed to a gap between customer experience and the actual service delivered, as well as the intensifying competition among various modes of transportation. A quantitative research approach was employed, utilizing an explanatory design. The sampling method applied was accidental sampling, involving 100 respondents. Primary data were gathered through the distribution of questionnaires and subsequently analyzed using the SPSS software. The findings revealed that all three independent variables—service quality, customer experience, and price—had both partial and simultaneous positive and significant effects on customer satisfaction. Furthermore, the coefficient of determination (R²) was found to be 0.791, indicating that these variables collectively account for 79.1% of the variance in customer satisfaction. Among the three variables, customer experience emerged as the most dominant factor influencing satisfaction levels. This study offers practical contributions to PT KAI Daop 2 Bandung in formulating service improvement strategies based on experience and price perception, as well as enriching scientific references in transportation service marketing studies.
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