Pengaruh Service Quality Dan Customer Experience Terhadap Customer Loyalty Melalui Customer Satisfaction Sebagai Variabel Mediasi (Studi pada Penumpang Kereta Ekonomi New Generation)

The Effect Of Service Quality And Customer Experience On Customer Loyalty Through Customer Satisfaction As Mediation Variables (Study On New Generation Economy Class Passengers)

Kereta api merupakan moda transportasi paling diminati masyarakat Indonesia sejalan dengan peningkatan volume penumpang di PT Kereta Api Indonesia Daerah Operasi 8 Surabaya sebesar 51%, namun terdapat fenomena pada indeks kepuasan dan loyalitas penumpang yang mengalami penurunan dimana dimensi "Fisik Kereta" mempunyai indeks kepuasan terendah. Menanggapi hal tersebut, PT KAI melakukan modernisasi kereta ekonomi menjadi Kereta Ekonomi New Generation. Tujuan dari penelitian ini yaitu untuk menganalisis dan membahas pengaruh service quality, customer experience, dan customer satisfaction   terhadap   customer loyalty dari layanan Kereta Api Ekonomi New Generation. Penelitian ini bersifat kuantitatif, dengan metode pengambilan sampel menggunakan non-probability sampling melalui metode purposive sampling terhadap 210 responden. Kuesioner disebarkan secara offline dan online dengan pengukuran jawaban menggunakan skala likert. Teknik analisis statistik yang diterapkan adalah path analysis dengan bantuan aplikasi AMOS versi 24. Temuan penelitian ini menunjukkan bahwa customer satisfaction dipengaruhi secara signifikan oleh service quality dan customer experience. Selain itu, customer loyalty secara signifikan dipengaruhi oleh customer experience dan customer satisfaction, namun tidak oleh service quality. Selanjutnya, customer satisfaction memediasi hubungan antara service quality dan customer experience terhadap customer loyalty.

Railways is the most preferred mode of transportation among Indonesian society, as evidenced by the 51% increase in passenger volume at PT Kereta Api Indonesia’s Operation Region 8 Surabaya. However, there has been a noticeable decline in passenger satisfaction and loyalty indices, with the "Physical Condition of the Train" dimension having the lowest satisfaction score. In response to this issue, PT KAI has undertaken the modernization of economy-class trains into the New Generation Economy-Class Trains. The objective of this study is to analyze and discuss the impact of service quality, customer experience, and customer satisfaction on customer loyalty regarding the New Generation Economy-Class Train services. This research employs a quantitative approach and utilizes non-probability sampling through purposive sampling to gather data from 210 respondents. Questionnaires were distributed both offline and online, with responses measured using a Likert scale. The statistical analysis technique employed is path analysis, facilitated by the AMOS version 24 software. The findings of this study indicate that customer satisfaction is significantly influenced by both service quality and customer experience. Additionally, customer loyalty is significantly influenced by customer experience and customer satisfaction, but not by service quality. Furthermore, customer satisfaction mediates the relationship between service quality and customer experience on customer loyalty.