SEM-PLS dan Importance Performance Analysis Pada Studi Pengaruh Kualitas Layanan Terhadap Kepuasan dan Niat Menggunakan Bus Listrik Transjogja

NU'IM KHOIRUNNISA, Prof. Dr. Abdurakhman., S.Si., M.Si.

2026 | Tesis | S2 Matematika

Pengembangan bus listrik TransJogja sebagai moda transportasi publik ramah lingkungan menjadi upaya mewujudkan sistem transportasi berkelanjutan melalui penyediaan alternatif mobilitas masyarakat serta pengurangan kemacetan dan emisi kendaraan bermotor. Namun, keberhasilan implementasinya bergantung pada kualitas layanan, sebab faktor inilah yang menentukan kepuasan penumpang sekaligus mendorong niat untuk kembali menggunakan layanan tersebut. Penelitian ini menganalisis pengaruh kualitas layanan terhadap kepuasan penumpang dan niat menggunakan kembali, dengan pendekatan SEM-PLS yang dipadukan bersama Importance Performance Analysis (IPA). Data dikumpulkan melalui kuesioner yang disebarkan kepada 245 pengguna bus listrik TransJogja. Model penelitian menunjukkan tingkat kesesuaian yang cukup baik, dengan nilai SRMR sebesar 0,071 dan NFI sebesar 0,796. Dari enam dimensi kualitas layanan, hanya lima dimensi yang memenuhi uji validitas dan reliabilitas, yaitu Reliability, Comfort, Safety, Accessibility, dan Information; sementara Customer Service dikeluarkan dari model karena tidak memenuhi syarat. Kelima dimensi tersebut terbukti berpengaruh positif dan signifikan terhadap kepuasan penumpang, dengan Accessibility menunjukkan pengaruh terbesar (? = 0,328). Kepuasan penumpang juga terbukti berpengaruh positif dan signifikan terhadap niat menggunakan kembali (? = 0,761). Hasil pemetaan IPA menunjukkan bahwa Accessibility perlu menjadi prioritas utama perbaikan layanan, Comfort, Safety, dan Information sebaiknya dipertahankan, sedangkan Reliability dapat ditingkatkan secara bertahap. Temuan ini diharapkan dapat menjadi dasar bagi pengelola TransJogja dalam merumuskan strategi peningkatan kualitas layanan sesuai kebutuhan penggunanya.

Kata kunci: Bus Listrik, Kualitas Layanan, Kepuasan Penumpang, Niat Menggunakan, SEM-PLS, IPA

The development of the TransJogja electric bus as an environmentally friendly public transportation mode represents an effort to realize a sustainable transportation system by providing an alternative mode of mobility for the public and reducing traffic congestion and vehicle emissions. However, the success of its implementation depends on service quality, as this factor determines passenger satisfaction and encourages the intention to reuse the service. This study was conducted to analyze the effect of service quality on passenger satisfaction and repurchase intention using the PLS-SEM approach combined with Importance Performance Analysis (IPA). Data were collected through questionnaires distributed to 245 users of the TransJogja electric bus. The resulting research model showed a good level of good fit, with an SRMR value of 0.071 and an NFI value of 0.796. Of the six service quality dimensions proposed, only five dimensions passed the validity and reliability tests, namely Reliability, Comfort, Safety, Accessibility, and Information, while the Customer Service dimension was excluded from the model as it did not meet the discriminant validity requirement. These five dimensions were proven to have a positive and significant effect on passenger satisfaction, with Accessibility showing the greatest influence (? = 0.328). Passenger satisfaction was also proven to have a positive and significant effect on repurchase intention (? = 0.761). Meanwhile, the IPA mapping results indicate that Accessibility should be the top priority for service improvement, Comfort, Safety, and Information should be maintained, while Reliability can be improved gradually. These findings are expected to serve as an empirical basis for TransJogja operators in formulating more targeted service quality improvement strategies that align with user needs.

Keywords: Electric Bus, service quality, passenger satisfaction, intention to Use, SEM-PLS, IPA.

Kata Kunci : Bus Listrik, Kualitas Layanan, Kepuasan Penumpang, Niat Menggunakan, SEM-PL, IPA