Pengaruh Citra Perusahaan dan Kualitas Pelayanan terhadap Kepuasan Penumpang PO. ANS Kelas Ekonomi Jurusan Padang-Pekanbaru

Abstract

Transportation sector plays important role to develop economic growth in every regions. Nowdays, transportation industry faces a keen competition. One of effective strategies  to win the competition is to create customer satisfaction. Among factors that are able to influence customer satisfaction namely corporate image and service quality. The purpose of this study is to analyze the impact of corporate image and service quality dimensions on passenger satisfaction of PO. ANS economy class Padang-Pekanbaru route.  The population of the study is all passengers of of PO. ANS economy class Padang-Pekanbaru route. The sampling technique use is purposive sampling and the number of useful sample is 140 passengers. In order to conduct hypotheses testing, this study performs multiple linear regression analysis. The result of analysis displays that 1) Variables of corporate image was found to have possitive and significant impact on passenger satisfaction. 2) Dimensions of empathy, reliability, responsiveness, and assurance were found to have possitive and significant impact on passenger satisfaction. 3) Dimension of tangibles was not found to have possitive and significant impact on passenger satisfaction. 4) The effect of corporate image and service quality dimensions on passenger satisfaction was accounted for 46.7% while the remaining amount of 53.3% influenced by other variables that excluding the reseach model. 5) The findings of this research provide practical recommendations to improve corporate image and increase the implementation of service quality.

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Keywords: Corporate Image, Service Quality, and Passenger Satisfacti