Pengaruh Kualitas Pelayanan dan Harga Tiket Terhadap Pengguna Jasa PO Rona Indah Di Kota BEKASI

• HARDIKA
• 2026

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HARDIKA (64200927). The Effect of Service Quality and Ticket Prices on the Decisions of PO Rona Indah Bus Service Users in Bekasi City

 

The increasingly competitive land transportation industry requires bus companies to improve service quality and establish ticket prices that align with customer expectations. A mismatch between perceived service performance and ticket pricing may influence consumers’ decisions in choosing transportation services. This study aims to analyze the effect of service quality and ticket prices on the decisions of PO Rona Indah bus service users in Bekasi City, both partially and simultaneously.

This research employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to 171 respondents using an accidental sampling technique. The data were analyzed using SPSS version 26, including validity and reliability tests, classical assumption tests, multiple linear regression analysis, partial t-tests, simultaneous F-tests, and coefficient of determination (R²).

The results indicate that service quality and ticket prices have a positive and significant effect on user decisions, both individually and simultaneously. These findings highlight the importance of maintaining service excellence and competitive pricing strategies to enhance consumer decision-making in land transportation services.

 

Keywords: Service Quality, Ticket Price, Service User Decision

• Kualitas Pelayanan
• Harga Tiket
• Keputusan Pengguna Jasa

https://repository.bsi.ac.id/repo/80710/Pengaruh-Kualitas-Pelayanan-dan-Harga-Tiket-Terhadap-Pengguna-Jasa-PO-Rona-Indah-Di-Kota-BEKASI
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