THE STRATEGY DEVELOPMENT TO IMPROVE SERVICE QUALITY AND INCREASE CUSTOMER SATISFACTION BY COMBINING SERVICE QUALITY THEORY AND K- MEDOIDS CLUSTERING: CASE OF MIKROTRANS (TRANSJAKARTA MICROBUS)

• Main Author: Nurhasan, Hadhori
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70046
• Institution: Institut Teknologi Bandung

Because of the density in Jakarta, the use of mass transportation there is important to reduce the number of vehicles on the street. There are several kinds of mass transportation that we can see there such as the microbus, or it is called “mikrolet” in Indonesia. But today microbus in Indonesia, including in Jakarta, has negative views due to some factors. For that reason, as one of a company owned by the Regional Government of Jakarta engaged in transportation, PT. Transportasi Jakarta or more familiar as TransJakarta, want to revolutionize the microbus to improve its image, so that many people feel more comfortable using it. That is why TransJakarta has launched a modern microbus which is called mikrotrans. But mikrotrans are still unfamiliar to the public, including Jakarta citizens. So, appropriate strategies are needed to make mikrotrans more familiar to the public, especially Jakarta citizens, so that more people will use it. The expectation of this research is to find some variables of service quality that must be improved by Trans Jakarta to increase customer satisfaction mikrotrans. To overcome this problem, an integration or combination of Parasuraman Theory and clustering with K- Medoids is used. Parasuraman Theory is used in determining which indicators affect service quality which will determine the level of customer satisfaction and data processing was carried out using the k-medoids clustering technique. From the data that has been processed, it is discovered that there are several indicators which has been improved for each cluster. For cluster 1, the indicators which should be improved are “The length of waiting until get on the microbus” and “Waiting time to get the next microbus when the first one is full”. For cluster 2, the indicators which should be improved are same with cluster 1, “The length of waiting until get on the microbus” and “Waiting time to get the next microbus when the first one is full”. For cluster 3, one indicator that needs to be improved is same with clusters 1 and 2, which is "Safety guarantee from traffic accidents while inside the microbus "