PENGARUH KUALITAS LAYANAN, HARGA, DAN PROMOSI TERHADAP KEPUASAN PELANGGAN PADA KAI ACCESS

Abstract

KAI Access in an application which made by PT. Kereta Api Indonesia and aims to facilitate its consumers when having ticket purchasing and cancelling by online. Therefore, this research aimed to analyse the effect of service quality, price, and promotion on customers’ satisfaction of KAI Access applicaion at Pasar Turi. While, the research was quantitative with casual-comparative approach. Moreover, the population was all application users of KAI Access at Pasar Turi. Furthermore, the data collection technique used purposive sampling technique. In line with, there were 97 respondents as the sample. Additionaly, the data analysis tehnique used multiple linier regression with SPSS (Statistical Product and Sosial Service).The research result concluded service quality had significant effect on customers’ satisfaction of KAI Access applicaion at Pasar Turi. Likewise, price had significant effect on customers’ satisfaction of KAI Access applicaion at Pasar Turi. Similary, promotion promotion had significant effect on customers’ satisfaction of KAI Access applicaion at Pasar Turi.
Keywords: Service Quality, Price, Promotion, Customers’ Satisfaction