PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS PENUMPANG DIMEDIASI KEPUASAN PENUMPANG PADA LIGHT RAIL TRANSIT (LRT) KOTA PALEMBANG

This study aims to examine and analyze the quality of service on passenger loyalty in the Light Rail Transit (LRT) service of Palembang City with passenger satisfaction as a mediating variable. LRT as a modern-based mode of mass transportation plays an important role in supporting the mobility of urban or urban communities, so understanding user behavior is crucial. This study uses a quantitative approach using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method, and data is collected through a closed questionnaire distributed to LRT users. The findings show that the perception of service quality is closely related to the level of passenger satisfaction, which in turn affects the level of loyalty. The dimensions of service quality studied include reliability, responsiveness, assurance, empathy, and physical evidence. Passenger satisfaction acts as a partial mediating variable, reinforcing the indirect influence between service quality and loyalty. Thus, improving the quality of service not only has a direct impact on user loyalty, but also indirectly through perceived satisfaction. This research provides practical contributions for public transportation service managers in developing customer-oriented service strategies. In addition, the results of this research can be used as a reference for the development of service marketing management science, especially in the context of urban transportation. The policy implications of this study recommend a continuous evaluation of service standards to maintain the sustainability of the use of LRT services as a public transportation option.
Keywords: service quality, passenger satisfaction, passenger loyalty