Indonesian
society has now entered an era where transportation is a primary need. Along
with the increasingly rapid development of the times, transportation is an
inseparable part and is always needed by humans. Transportation is used to make
it easier for people to carry out daily activities. Existing transportation
facilities, whether on land, sea or air, play a vital role in socio-economic
aspects through distribution functions between one region and another.
Judging from the
various forms of transportation available, it cannot be denied that people who
use or consume transportation facilities are faced with various existing
choices, such as land transportation using trains, buses, taxis and so on. Sea
transportation using ships, and air transportation using planes. There are many
considerations that service users pay attention to when choosing the means of
transportation they will use during their journey, for example the distance and
time they will travel, the risks they will face and the form of service
provided by the transportation provider.
In DKI
province, one of the means of transportation needed by the community is land
transportation, namely Inter-City Inter-Provincial (AKAP) buses which are
experiencing a decline. The main factor is the fierce competition in the
transportation business. AKAP buses must compete with trains and low-cost
airlines. Even though performance is not good, AKAP buses are still surviving.
Autobus Companies (PO) are doing everything they can to get the remaining
passenger quota.
One of the
steps currently being taken by AKAP buses is to take routes away from train
stations and airports, while the PO target for AKAP buses is the district city
area. It is hoped that this method will not be defeated by the train
transportation mode which is only available in the provincial capital. Another
way is to update the bus fleet. For example, Harapan Jaya Bus has purchased a
double decker bus with super exclusive service. Apart from that, AKAP Bus has
the closest competitors and the closest competitors are Nusantara, Rosalia Indah,
Harapan Jaya, Pahala Kencana, Budiman, Sinar Jaya, Bintang Timur, Efisiensi,
GMS and Gunung Harta (www.bismania.com).Harapan
Jaya Bus PO has passenger data, which tends to fluctuate due to increasing
competition in the transportation services industry in the city of Jakarta. The
following will display data on Harapan Jaya Bus passengers in 2014-2017 as
follows:
Table 1. PO Harapan Jaya
passenger data for Jakarta-Magetan route 2014-2017
|
Year |
Number of PO Harapan Jaya passengers |
|
2014 |
13,740
people |
|
2015 |
10,992
people |
|
2016 |
12,122
people |
|
2017 |
15,488
people |
Source: PO Harapan Jaya Agent, South Tanggerang City
As presented in
table 1, the number of Harapan Jaya Bus passengers shows a fluctuating trend.
In 2014 the number of passengers was 13,740 people, in 2015 it was 10,992
people, then in 2016 it was 12,122 and in 2017 it was 15,488. The increase and
decrease in the number of passengers can describe the customer's desire to use
the PO Harapan Jaya Bus and can also describe the level of customer loyalty.
This fluctuating customer loyalty can be influenced by several factors
including service quality, trust and customer satisfaction. This research aims
to;
1)
To find out and analyze the influence of
Service Quality on Customer Loyalty among PO Harapan Jaya consumers.
2)
To find out and analyze the influence of
Trust on Customer Loyalty among PO Harapan Jaya consumers.
3)
To find out and analyze the influence of
Customer Satisfaction on Customer Loyalty among PO Harapan Jaya consumers.
RESEARCH METHODS
In this research, the object of
research is the loyalty of Harapan Jaya Bus customers in Jakarta which is
influenced by service quality, trust and customer satisfaction.
A population is a
collection of all similar elements but can be distinguished from each other
because of their characteristics. These differences are caused by different
characteristic values. For example, teenagers, adults and the elderly here have
elements in the form of "people", but their characteristics can be
differentiated through age, gender and level of education. (Supranto, 2008:22).
Based on the definition above, the population in this research will be the
passengers of the PO Harapan Jaya bus for the Jakarta-Magetan route.
According to
Sugiyono (2013: 118), what is meant by sample is part of the number and
characteristics of the population. Sample size is a procedure for determining
the size of the sample taken. The sample size can be done statistically or
based on research estimates.
RESULTS AND DISCUSSION
Description of
Research Data
The data source uses quantitative
data, quantitative is data that can be input into a statistical measurement
scale. The data used in this research is primary data. This research was
conducted to analyze the influence of Service Quality, Trust and Customer
Satisfaction on Customer Loyalty at PO Harapan Jaya, Jakarta-Magetan route.
Complete Results of
Research Estimates
Descriptive Analysis
The research
object studied is Customer Loyalty which is influenced by Service Quality,
Trust and Customer Satisfaction. The respondents who were the target of the
research were consumers of the PO Harapan Jaya Bus for the Jakarta-Magetan
Department.
Descriptive Analysis
of Variables
Based on the data, the overall average mean service quality (X1) was 3.90.
These results identify that service quality gets good marks.
Based on the data, the overall average mean service quality (X1) was 4.08.
These results identify that trust scores well.
Based on
the data, the overall average mean service quality (X1) was 4.09. These results
identify that customer satisfaction gets a good value.
Based on
the data, the overall average mean service quality (X1) was 3.80. These results
identify that service quality gets good marks.
Multiple linear regression
Based on the
results of the analysis, it is known that the multiple linear regression
equation can be formulated as follows
Y= 7.984 + 0.247 X1 +
0.275 X2 + 0.272 X3
Y = Customer Loyalty
a = Constant
X1 = Service Quality
X2 = Trust
X3 = Customer Satisfaction
e =
Error
1)
From the results of the analysis it can be seen that the
constant is 7.984, indicating that if the level of the independent variables
service quality, trust and customer satisfaction is constant, then the value of
the dependent variable customer loyalty is 7.984
2)
In the service quality variable there is a positive and
significant influence on customer loyalty in a regression coefficient of 0.247
with a significance level of 0.001 <0.05, so it can be concluded that every
increase in the service quality variable by one unit will increase customer
loyalty by 0.247 if other variable assumptions are considered. constant.
3)
The trust variable has a positive and significant
influence on customer loyalty in a regression coefficient of 0.275 with a
significance level of 0.006 <0.05, so it can be concluded that every
increase in the trust variable by one unit will increase customer loyalty by
0.275 if the other variables are assumed to be constant.
4)
In the customer satisfaction variable there is a positive
and significant influence on customer loyalty in a regression coefficient of
0.272 with a significance level of 0.037 <0.05, so it can be concluded that
every increase in the customer satisfaction variable by one unit will increase
customer loyalty by 0.272 if other variable assumptions are considered.
constant.
Validity test
The
results of the validity test show that each item from each dependent variable,
namely customer loyalty (Y) and the independent variables, namely service
quality (X1), trust (X2) and customer satisfaction (X3) has a calculated r
value greater than 0.197. Thus, it can be concluded that all statement items
used in this research are valid.
Reliability Test
The
results of the reliability test show that each item of each dependent variable,
namely customer loyalty and the independent variables, namely service quality,
trust and customer satisfaction, has a Cronbach's Alpha value greater than
0.60. So the results obtained were that the variable indicators of customer
loyalty (Y), service quality (X1), trust (X2) and customer satisfaction (X3)
were all declared reliable or trustworthy as variable measuring instruments.
Normality test
The results
of the normality test using the One-Sample Kolomogorov-Smirnov Test obtained a Significance
value or Asymp Sig. (2-tailed) is 0.197 which is above 0.05 so it can be
concluded that the data is normally distributed and suitable for use in the
regression model.
Autocorrelation
Test
The results
of the autocorrelation test show that the value of Durbin-Watson (d) in this
study is 2.168. This study used a sample of 100 (n=100) with du (upper limit) =
1.736 and dl (lower limit) = 1.613. The upper limit of the du value for this
study is 1.736 so the 4-du is 2.264. Thus, it can be concluded that the d value
of 2.168 is located between du and 4-du (1.736 < 2.168 < 2.264) so it
can be concluded that this does not happen
Multicollinearity
Test
The results of the multicollinearity test show that all independent
variables, namely service quality, trust and customer satisfaction, have a
tolerance value greater than 0.1 and the variance inflation factor (VIF) value
is below 10, which means there are no symptoms of multicollinearity in this
regression model. The service quality variable has a tolerance value of 0.925
and a VIF value of 1.081. The trust variable has a tolerance value of 0.983 and
a VIF value of 1.017. Meanwhile, the customer satisfaction variable has a
tolerance value of 0.962 and a VIF value of 1.039.
Heteroscedasticity
Test
The results
of the heteroscedasticity test show that all variables have a significant value
greater than 0.05, so it can be concluded that the regression model in this
study does not have heteroscedasticity.
F
TEST
The results of the F test show that the F value is
6.509 with a significance level of .000. The Ftable value is obtained from the
residual degrees of freedom (dF) value, namely 96 as the denominator dF and the
regression (treatment) dF, namely 4 as the numerator dF with a significance
level of 0.05, so that the Ftable value (α = 0.05) is 2. 70 because the Fcount
value is greater than Ftable (6.509 > 2.70) with a significance level of
0.000 < 0.05, it can be concluded that Ho is rejected and Ha is accepted.
This means that service quality, trust and customer satisfaction together have
a positive and significant effect on customer loyalty.
Coefficient of Determination Test
The results of the coefficient of determination test
show a correlation coefficient (R) value of 0.411, this shows that the dependent
variable, namely customer loyalty, can be explained by independent variables
which include service quality, trust and customer satisfaction at 16.9%, while
the remaining 83.1% explained by other factors outside the independent
variables used in this research.
t test
Table 2. T test
The results of the t test show the following:
(1) Hypothesis testing Service Quality (X1) on Customer Loyalty (Y)
Based on the test results in table 2 above, it
shows that the tcount value for the Service Quality variable (X1) is 3.395 with
a significant value of 0.001, so the ttable value (α = 0.05) must be looked for
which is 1.984, because the tcount value is (3.395 > 1.984) with a level is
significant (0.001 < 0.05) then H0 is rejected, which means there is a positive
and significant influence between Service Quality (X1) on Customer Loyalty (Y).
(2) Hypothesis testing Trust (X2) on Customer Loyalty (Y)
Based on the test results in table 2 above, it
shows that the tcount value for the Trust variable (X2) is 2.829 with a
significant value of 0.006, so the table value (α = 0.05) must be looked for
which is 1.984, because the tcount value (2.829 > 1.984) is at a significant
level. (0.006 < 0.05) then H0 is rejected, which means there is a positive
and significant influence between Trust (X2) on Customer Loyalty (Y).
(3) Hypothesis testing Customer Satisfaction (X3) on Customer Loyalty (Y)
Based on the test results in table 2 above, it
shows that the tcount value for the Customer Satisfaction variable (X3) is
2.120 with a significant value of 0.037, so the ttable value (α = 0.05) must be
looked for which is 1.984, because the tcount value is (2.120 > 1.984) with
a level is significant (0.037 < 0.05) then H0 is rejected, which means there
is a positive and significant influence between Customer Satisfaction (X3) on
Customer Loyalty (Y).
CONCLUSION
Based on the research results and
discussion of the influence of service quality, trust and customer satisfaction
on customer loyalty at PO Harapan Jaya Jakarta-Magetan Department which has
been analyzed from the discussion, the following conclusions can be drawn; (1)
service quality has a positive and significant effect on customer loyalty. This
can be interpreted as if the quality of service is further improved, it will
further increase customer loyalty at PO Harapan Jaya Jakarta-Magetan
Department, (2) trust has a positive and significant effect on customer
loyalty. This can be interpreted as if trust is further increased, it will
further increase customer loyalty at PO Harapan Jaya Jakarta-Magetan
Department, and (3) customer satisfaction has a positive and significant effect
on customer loyalty. This can be interpreted as if customer satisfaction is
further improved and can convince customers more, it will further increase customer
loyalty at PO Harapan Jaya Jakarta-Magetan Department.
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Reska Windartiningsih,
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