ANALISIS LOYALITAS PENUMPANG PADA TAHAP AWALIMPLEMENTASI KERETA CEPAT: STUDI KASUS JAKARTABANDUNG (WHOOSH)

• Main Author: Nur Alfaiz, Ahmad
• Format: Theses
• Language: Indonesia
• Subjects: Transportasi ; transportasi darat
• Online Access: https://digilib.itb.ac.id/gdl/view/84672
• Institution: Institut Teknologi Bandung

This study examines the loyalty segment of Whoosh high-speed rail users during the early stages of implementation in the Jakarta-Bandung corridor. Whoosh, Indonesia's first high-speed rail service, has served over 2 million passengers within just a few months of operation, indicating high demand for this mode of transportation. The research focuses on the phenomenon of user loyalty, particularly within the "spurious loyalty" segment—users who exhibit only shortterm loyalty. This segment needs to be retained and converted into genuinely loyal passengers. The study aims to identify the factors influencing high-speed rail loyalty, such as service quality, hedonic value, perceived value, corporate image, and satisfaction. Structural Equation Modeling (SEM) is used to test the relationships between these factors and user loyalty. Additionally, the research explores user segmentation based on their loyalty levels: True Loyalty, Non-Loyalty, Spurious Loyalty, and Latent Loyalty. The findings reveal that most of the evaluated factors received moderate agreement levels, with an average score of 5 on a 7-point scale. The structural model results indicate that hedonic value and perceived value significantly influence corporate image by 53.50%. Furthermore, corporate image and perceived value collectively impact user satisfaction by 70.6%, demonstrating a strong influence. Service quality and hedonic value were found to affect perceived value by 64.3%, indicating a moderate to strong influence. Finally, the combined influence of corporate image, satisfaction, service quality, hedonic value, and perceived value on user loyalty reached 71.80%, indicating a very strong and significant impact. Perceived value and corporate image play a crucial role in mediating the relationships between these factors. These findings underscore the importance of improving service quality, perceived value, and corporate image to retain passengers within the spurious loyalty segment and convert their attitudes into true loyalty, ultimately enhancing the occupancy rates of the Whoosh service in the future.