Pengaruh Dimensi Kualitas Layanan Pada Loyalitas Pelanggan Melalui Persepsi nilai dan Kepuasan: Studi pada Layanan Compartment Suite Class PT Kereta Api Indonesia (Persero)

DEVI YULIANTO RHAHMADI, Bayu Aji Aritejo, S.E., M.M., M.Si., Ph.D.

2026 | Tesis | S2 MANAJEMEN (MM) JAKARTA

Penelitian ini menganalisis pengaruh dimensi persepsi kualitas layanan, meliputi keandalan, aksesibilitas, layanan tiket, layanan personal, jadwal operasional, keselamatan dan keamanan, kenyamanan, serta layanan informasi yang memengaruhi loyalitas pelanggan melalui persepsi nilai dan kepuasan pelanggan pada pengguna layanan Kereta Compartment Suite Class PT Kereta Api Indonesia (Persero). Penelitian ini mengadopsi kerangka Kualitas-Nilai-Kepuasan-Loyalitas (Quality-Value-Satisfaction-Loyalty/QVSL) dengan pendekatan pengujian masing-masing dimensi secara terpisah, di mana kedelapan dimensi diposisikan sebagai konstruk independen yang masing-masing dihubungkan secara langsung terhadap persepsi nilai dan kepuasan pelanggan. 

Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner secara langsung kepada pelanggan Compartment Suite Class di Luxury Lounge stasiun dan di dalam rangkaian Kereta Api Anggrek, Semeru, dan Bima. Teknik pengambilan sampel menggunakan non-probability sampling dengan pendekatan purposive sampling. Jumlah responden dalam penelitian ini sebanyak 186 pelanggan Compartment Suite Class. Analisis data dilakukan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) untuk menguji pengaruh masing-masing dimensi persepsi kualitas layanan secara terpisah terhadap persepsi nilai dan kepuasan pelanggan.

Hasil penelitian menunjukkan bahwa: (1) dari delapan dimensi diuji layanan informasi dan layanan tiket berpengaruh positif dan signifikan terhadap persepsi nilai pelanggan; (2) dimensi kenyamanan, keselamatan dan keamanan, serta keandalan berpengaruh positif dan signifikan terhadap kepuasan pelanggan; (3) persepsi nilai berpengaruh positif terhadap kepuasan pelanggan dan loyalitas pelanggan; (4) kepuasan pelanggan merupakan prediktor terkuat loyalitas pelanggan dalam model.

This study investigates how eight dimensions of perceived service quality; reliability, accessibility, ticket service, personalized service, operation schedule, safety and security, comfort, and information service on passenger loyalty through perceived value and passenger satisfaction among users of the Compartment Suite Class service of PT Kereta Api Indonesia (Persero). The study adopts the Quality-Value-Satisfaction-Loyalty (QVSL) in which the eight dimensions are modeles as independent constructs, each having direct relationships with perceived value and passenger satisfaction. The research focuses on passengers who gave used the Compartment Suite Class service of PT Kereta Api Indonesia (Persero) at least once within the past twelve months and paid for the service using their personal funds.

A quantitative research approach was employed using a survey method through the direct distribution of questionnaires to Compartment Suite Class passengers at Luxury Lounge located in railway station and onboard the Anggrek, Semeru, and Bima train services. The study applied a non-probability sampling technique using purposive sampling A total of 186 valid responses were collected from Compartment Suite Class passengers. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the individual effects of each perceived service quality dimension on perceived value and passenger satisfaction. 

The findings indicate that; (1) among the eight dimensions examined, information service and ticket service have a positive and significant effect on passengers' perceived value; (2) the dimension of comfort, safety and security, and reliability have a positive and significant effect on passenger satisfaction; (3) perceived value positively influences both passenger satisfaction and passenger loyalty; (4) passenger satisfaction is the strongest predictor of passenger loyalty within the proposed model.

Kata Kunci : Persepsi Kualitas Layanan, Persepsi Nilai, kepuasan Pelanggan, Loyalitas Pelanggan, QVSL, PLS-SEM, Kereta Compartment Suite Class.