Pengaruh Citra Merek, Kepercayaan Pelanggan, dan Kualitas Pelayanan terhadap Loyalitas Penumpang PT Moria Unedo Jaya

Kristian Manimbul Pakpahan; Indawati Lestari

doi:10.31004/riggs.v5i2.10659

Authors

Kristian Manimbul Pakpahan Universitas Medan Area
Indawati Lestari Universitas Medan Area

DOI:

https://doi.org/10.31004/riggs.v5i2.10659

Keywords:

Citra Merek, Kepercayaan Pelanggan, Kualitas Pelayanan, Loyalitas Penumpang, Transportasi Darat

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, kepercayaan pelanggan, dan kualitas pelayanan terhadap loyalitas penumpang PT Moria Unedo Jaya. Dalam industri jasa transportasi, loyalitas penumpang menjadi salah satu faktor penting yang menentukan keberhasilan perusahaan dalam mempertahankan pelanggan di tengah persaingan yang semakin ketat. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian adalah seluruh penumpang PT Moria Unedo Jaya selama tahun 2025 sebanyak 9.876 penumpang, dengan sampel sebanyak 99 responden yang ditentukan menggunakan rumus Slovin dengan tingkat kesalahan 10%. Teknik pengambilan sampel menggunakan accidental sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner, sedangkan analisis data menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa citra merek, kepercayaan pelanggan, dan kualitas pelayanan secara parsial maupun simultan berpengaruh positif dan signifikan terhadap loyalitas penumpang PT Moria Unedo Jaya. Variabel kualitas pelayanan memiliki pengaruh yang paling dominan dibandingkan variabel lainnya. Temuan ini menunjukkan bahwa peningkatan kualitas pelayanan, penguatan citra merek, dan peningkatan kepercayaan pelanggan merupakan faktor penting dalam meningkatkan loyalitas penumpang serta memperkuat daya saing perusahaan transportasi darat. melalui kecenderungan pelanggan untuk menggunakan kembali jasa perusahaan dan merekomendasikannya kepada orang lain. Oleh karena itu, PT Moria Unedo Jaya perlu terus menjaga reputasi merek, meningkatkan kepercayaan pelanggan, serta memberikan pelayanan yang berkualitas agar loyalitas penumpang dapat dipertahankan dan ditingkatkan secara berkelanjutan.

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