STUDI PREFERENSI KONSUMEN DALAM PEMILIHAN LAYANAN TRANSPORTASI DAMRI SEMARANG (Studi Kasus : Konsumen Layanan Damri Trayek Johar-Perumnas Banyumanik)

Abstract

ABSTRAK

Perum Damri Unit Kota Semarang merupakan perusahaan milik pemerintah yang menyediakan layanan transportasi publik dalam kota. Berbagai kendala menyebabkan terjadinya penurunan load factor dan jumlah konsumen Damri kota Semarang. Layanan Damri trayek Johar-Perumnas Banyumanik merupakan trayek dengan jumlah konsumen cukup banyak. Namun, persaingan dengan angkutan kota dan berbagai bus swasta serta wacana dibukanya koridor 2 Bus Rapid Transit (BRT) dengan trayek yang beririsan dengan trayek Damri perlu diwaspadai oleh manajemen. Terlebih lagi hasil survey pendahuluan menunjukkan tingkat ketidakpuasan konsumen trayek tersebut dirasa cukup tinggi.

Behavioral intentions (niat berperilaku) merupakan keinginan konsumen untuk berperilaku menurut cara tertentu dalam rangka memiliki, membuang, dan menggunakan produk atau jasa. Analisis hubungan antara service quality yang terdiri dari expectation dan perceived performance, perceived value, dan overall satisfaction terhadap behavioral intentions pada konsumen Damri trayek Johar-Perumnas Banyumanik perlu dilakukan untuk mengetahui hubungan antara faktor-faktor tersebut. Analisis hubungan tersebut dilakukan dengan metode Structural Equation Modeling (SEM) yang merupakan gabungan analisis faktor dan model persamaan simultan

Berdasarkan hasil penelitian, didapatkan tidak ada hubungan yang signifikan antara expectation terhadap perceived value dan overall satisfaction dan antara perceived performance terhadap overall satisfaction. Sedangkan faktor terbesar yang mempengaruhi behavioral intentions konsumen Damri yang diukur melalui indikator keinginan konsumen untuk menggunakan layanan Damri kembali dan merekomendasikannya kepada orang lain, yaitu perceived value.

ABSTRACT

Perum Damri Unit Kota Semarang is a government-owned corporation providing public transportation services within the city. Many of constraints caused a decline in load factor and the number of consumers Damri Semarang. Service of Damri route Johar-Perumnas Banyumanik is a route with enough many of consumers. However, competition with many of urban transportations, other buses and the discourse opening of corridor two Bus Rapid Transit (BRT) route that overlap with the route of Damri must to be watched by Damri management. Moreover, there also decreased load factor for this route and preliminary survey results indicated the level of consumer dissatisfaction is considered quite high.

Behavioral intentions is a consumer desire to behave in a certain way in order to have, throw, and use the product or service. Analysis of the relationship between service quality consisting of expectation and perceived performance, perceived value, and overall satisfaction on consumer behavioral intentions in Damri route Johar-Perumnas Banyumanik needs to be done to determine the relationship between these factors. Analysis of the relationship is done using Structural Equation Modeling (SEM), which is a combination of factor analysis and simultaneous equations models

Based on this research, it was found there was no significant relationship between the expectation of the perceived value and overall satisfaction and no significant relationship between the perceived performance of the overall satisfaction. Meanwhile, the biggest factor affecting consumer behavioral intentions were measured through indicators Damri consumer desire to use Damri back and recommend it to others is the perceived value.