ABSTRAK
Tujuan Penelitian ini adalah untuk mengetahui faktor apa saja yang mempengaruhi Customer Switching Bus Non-AC ke Bus Patas.
Penelitian ini memakai metode deskriptif kuantitatif. Populasi penelitian adalah konsumen Bus Patas Trayek Solo-Jabotabek di BPU. Rosalia Indah Kantor Pusat Palur. Sampel menggunakan rumus Djarwanto dan Pangestu (1998) dengan jumlah sampel pembulatan dari 96,4 yaitu 100 responden. Teknik analisis data dalam penelitian ini adalah analisis faktor.
Hasil penelitian menemukan 8 faktor pembentuk Customer Switching yang diteliti tereduksi menjadi 5 faktor baru yang membentuk Customer Switching dari Bus Non-AC ke Bus Patas, yaitu image, service encounters failure, price, dan ethical problems.
Saran yang diberikan kepada BPU. Rosalia Indah adalah mencegah berita-berita negatif yang muncul di lingkungan masyarakat, diperlukan kemampuan dan penguasaan pelayanan konsumen bagi staff dan crew, menguji product knowledge staff dan crew, pemberian harga Bus terbaik yang sesuai dengan kualitas dan pelayanan yang didapatkan, serta pengingatan secara rutin kepada supir dan crew tentang keselematan berkendara.
Kata kunci: Perilaku konsumen, Customer Switching, Core Service Failure, Employee Responses to Service Failure, Service Encounters Failure, Pricing, Inconvenience, Ethical Problems, Attraction by Competitors, Involuntary Switching and Seldom Mentioned Incidents, Image, Service Failure, Price.
ABSTRACT
The purpose of this research was to determine what factors are affecting customer switching from Non-AC Bus to Patas Bus.
This research used quantitative descriptive method. The research population were taken from the Bus Consumers route Solo Patas – Jabotabek in BPU. Rosalia Indah Palur Head Office. Samples using the formula Djarwanto and Pangestu (1998), the number of sampels rounding of 96,4 of 100 respondents. Data analysis techniques in this study is factor analysis.
The result of the research found eight determining factors customer switching is reduced to five new factors that shaped customer switching from Non-AC Bus to Bus Patas, namely image, service encounters failure, price, and ethical problems.
Advice can be given to the BPU. Rosalia Indah is to prevent negative news that appears in the public community. The abilities and mastery of customer service and customer satisfaction for staff and crew are needed, testing the product knowledge of staff and crew, giving the best pricing in accordance with the quality and service ability, as well as regular reminders to the driver and crew for safety driving.
Keywords: Customer Behaviour, Customer Switching, Core Service Failure, Employee Responses to Service Failure, Service Encounters Failure, Pricing, Inconvenience, Ethical Problems, Attraction by Competitors, Involuntary Switching and Seldom Mentioned Incidents, Image, Service Failure, Price