Implikasi Kenaikan tarif KA Prameks Terhadap Loyalitas Komuter Solo- Yogya

EMI MUTI'AH HIDAYATI, Dr. Eng. Imam Muthohar, ST., MT.

2013 | Tesis | S2 Mag. S. & T.Transportasi

KA Prambanan Ekspress adalah kereta lokal yang melayani transportasi dari Solo menuju Yogyakarta dan Kutoarjo. Keberadaan armada KA Prameks yang sudah tua menurut operator PT KAI perlu diganti. Upaya penggantian armada sekaligus bertujuan untuk peningkatan kualitas pelayanan. Konsekuensi peningkatan kualitas pelayanan adalah kenaikan tarif. Pengguna setia KA Prameks, para komuter memberikan reaksi keras atas rencana tersebut. Melihat hal tersebut maka perlu dilakukan penelitian yang bertujuan untuk mengetahui implikasi dari kenaikan tariff terhadap para komuter dan besarnya tariff yang sesuai . Analisis terhadap faktor yang berpengaruh pada perpindahan komuter ke moda lain dilakukan menggunakan Analisis faktor, hasilnya kemudian akan digunakan sebagai variabel dalam kuesioner. Pembuatan instrumen kuesioner menggunakan teknik Stated Preference dimana diberikan beberapa situasi yang ditawarkan dengan berbagai kenaikan tarif untuk mengetahui kemauan membayar para komuter. Analisis teknik Stated Preference dilakukan dengan menggunakan model Multinomial Logistic Regression (MLR) sehingga didapatkan probabilitas pengguna untuk masing-masing tingkatan tarif. Hasilnya diperbandingkan antara nilai kemampuan untuk membayar(ATP) dan kemauan untuk membayar (WTP) dengan tarif yang berlaku. Hasil penelitian menunjukkan bahwa dengan kenaikan tarif yang ditawarkan berpengaruh terhadap loyalitas para komuter. Kenaikan tarif menjadi Rp.13.000,00 mengubah loyalitas para komuter menjadi spurious loyalty, artinya masih ada pembelian yang kuat (>50-75%) meski dimungkinkan ada rasa enggan untuk menggunakan. Sementara kenaikan tarif tertinggi yang ditawarkan adalah Rp. 25.000,- membuat para komuter tidak lagi loyal, artinya, dari konsep behavior loyalty, sikap dan perilaku pembelian ulangnya sama – sama rendah dengan persentase kemungkinan menggunakan kembali moda kereta api kurang dari 25%.

The movement that occurs between Yogyakarta and Surakarta is growing. The similarity of character and the adjacent areas emerge the opportunity to travel across the cities. The nature of the movement that occurs between those cities is mostly commuters which are facilitated by the presence of Prameks train. The commuters who use Prameks feel the difference services from operator because the train fare of Prameks in Solo - Yogya is higher than the local train elsewhere. In addition, PT KAI in 2011 gave a discourse about replacing the existing Prameks fleet with new trains which has air conditioner with a consequence of 50% increase of the applicable tariff. Therefore, the effect of the rate increase to the loyalty of commuters and willingness to pay of Prameks’s loyal customers was needed to be done. Analysis of the factors that influence the movement of commuters to other modes using factor analysis was used as a variable in the questionnaire. The questionnaire instrument was made using stated preference techniques which were given several situations offered with a variety of rate increases to determine the willingness to pay of the commuter. Analysis of stated preference techniques was performed using multinomial logistic regression models (MLR) to obtain the probability of the user for each level of tariff. The results were compared between the value of the ability to pay (ATP) and willingness to pay (WTP) at the applicable rate. The results showed that the increasing tariff affected the loyalty of commuters. If the tariff increases to Rp 13,000.00, it will change the loyalty of the commuters being spurious loyalty meaning that there is still a strong buy (> 50- 75%), although there is a possibility of reluctance to use. The highest tariff which can be offered was Rp 25,000.00. It made the commuters being disloyal, which means the attitudes and buying behavior were equally low with percentage of reuse possibility of train was less than 25% based on the concept of loyalty behavior.

Kata Kunci : multinomial logistic regression, loyalitas, komuter