PENGARUH SERVICE QUALITY DAN CUSTOMER EXPERIENCE TERHADAP CUSTOMER LOYALTY (STUDI PADA PENUMPANG FIRST CLASS DOUBLE DECKER BUS ROSALIA INDAH)

Abstrak

Seeing the phenomenon of the last few years, a number of Otobus Companies (PO) in Indonesia are now providing services with premium class bus fleets. This method is taken to face competition with other modes of transportation, both trains and planes. One of the bus companies (PO) that has premium class bus services is PT. Rosalia Indah Transport using a Double Decker bus with one of its services, namely First Class Double Decker. The purpose of this study was to analyze the effect of service quality and customer experience on customer loyalty of First Class Double Decker Rosalia Indah users. This study used a sample of 200 respondents, namely someone who had traveled by First Class Double Decker Rosalia Indah bus with an age range of 16 to 55 years. The sampling method is judgmental sampling with a Likert scale as a measuring tool. The analysis in this study uses a multiple linear regression analysis technique. The results of this study indicate that the service quality and customer experience variables have a positive and significant effect on customer loyalty.