Emosi Dibalik Kepuasan Penumpang: Studi Survei Pengguna Bus Rapid Transit (BRT)

Muhammad Abdan Shadiqi, Dwi Nur Rachmah, Hemy Heryati Anward, Devy Sry Rahayu, Nabila Wulandari Ananda Putri, Dody Hermawan

Abstract


Pada daerah perkotaan, transportasi publik memegang peran penting pada mobilitas efektif masyarakat. Sebagai salah satu bentuk transportasi publik modern, Bus Rapid Transit (BRT) Banjarbakula di Kalimantan Selatan beroperasi sejak tahun 2019. Adanya BRT ini membutuhkan evaluasi pada kepuasan penumpang untuk meningkatkan kualitas pelayanan. Penelitian ini bertujuan untuk menjelaskan faktor emosional yang berhubungan dengan kepuasan menggunakan transportasi publik. Kami juga menguji peranan faktor demografi dan kualitas layanan pada kepuasan. Melalui pendekatan penelitian kuantitatif, kami melakukan survei korelasional. Kami mengumpulkan 151 orang pengguna BRT Banjarbakula menggunakan purposive sampling. Analisis dilakukan menggunakan regresi hierarki, pada step 1 menguji faktor demografi, step 2 menguji faktor kualitas layanan, dan step 3 menguji faktor emosi. Hasil analisis regresi hierarki menunjukkan bahwa pada step 1 tidak ada faktor demografi (jenis kelamin, usia, daerah tempat tinggal, dan penghasilan keluarga per-bulan) yang berhubungan dengan kepuasan penggunaan BRT. Pada step 2, kami menemukan bahwa hanya faktor kenyamanan yang signifikan berperan pada kepuasan penumpang. Hasil analisis pada step 3 menegaskan hasil step 2, yakni afeksi positif berperan positif sementara afeksi negatif berperan negatif pada kepuasan penumpang. Hasil temuan ini menjelaskan bahwa faktor emosional pada penumpang transportasi publik perlu diperhatikan untuk meningkat penilaian kepuasan penggunaan transportasi publik.

In urban areas, public transportation plays an important role in the effective mobility of people. As a kind of modern public transportations, the Bus Rapid Transit (BRT) of 'Banjarbakula' in South Kalimantan has been operating since 2019. The existence of this BRT requires an evaluation of passenger satisfaction to enhance the quality of service. This study aims to explain the emotional factors associated with satisfaction using public transportation. We also examine the role of demographic and service quality factors on satisfaction. Through a quantitative research approach, we conducted a correlational survey. We collected 151 Banjarbakula BRT users through purposive sampling. We use hierarchical regression in step 1 to examine the demographic, step 2-the service quality, and step 3-the emotional factors. The results of the hierarchical regression analysis showed that in step 1, demographic factors (gender, age, area of residence, and monthly family income) did not associate with satisfaction with using BRT. In step 2, we found that only the comfortable has a significant effect on passenger satisfaction. The analysis results in step 3 confirm the results of step 2. The positive affect has a positive association while the negative affect has a negative association with passenger satisfaction. These findings explain that the emotional factors of public transportation passengers need to be considered to increase the satisfaction level of using public transportation.


Keywords


Kata Kunci: kepuasan, emosional, transportasi publik. Abstract.

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DOI: 10.15294/intuisi.v13i2.33083

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