FAKTOR-FAKTOR YANG MEMPENGARUHI PASSENGER SATISFACTION DAN PASSENGER LOYALTY PADA LAYANAN TRAVEL DI NUSA TENGGARA TIMUR
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https://doi.org/10.9744/pemasaran.14.1.8-16
Keywords:
Kualitas layanan, perceived value, perceived usefulness, perceived ease of use, passenger satisfaction, passenger loyaltyAbstract
Penelitian ini bertujuan untuk menjelaskan pengaruh kualitas layanan, perceived value, perceived usefulness, dan perceived ease of use terhadap passenger satisfaction dan passenger loyalty pada layanan travel di Kupang, Nusa Tenggara Timur. Metode penelitian termasuk penelitian kuantitatif dengan jumlah sampel sebanyak 135 penumpang. Data dikumpulkan dengan menggunakan kuesioner, kemudian diolah menggunakan Partial Least Square (PLS). Temuan penelitian menunjukkan bahwa kualitas layanan, perceived value, perceived usefulness, dan perceived ease of use berpengaruh positif terhadap passenger satisfaction, serta passenger satisfaction berpengaruh positif terhadap passenger loyalty.
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