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JOSS :
Journal of Social Science
THE INFLUENCE OF PRICE, LOCATION AND SERVICE QUALITY ON
PASSENGER SATISFACTION AT PT TITISAN SANG PANGERAN (TISPA)
Yesie Aryanty
1
, Aslamia Rosa
2
, Zakaria Wahab
3
, Marlina Widiyanti
4
Universitas Sriwijaya, Indonesia
E-mail: [email protected]
1
2
,
3
4
KEYWORDS
Price, Location,
Service Quality, and
Passenger
Satisfaction.
ABSTRACT
This study was conducted to determine the effect of price, location, and
service quality on passenger satisfaction at PT Titisan Sang Pangeran
(Tispa). The population in this study were passengers at PT Titisan Sang
Pangeran who used services during the 2023 period. The sample taken in
this study was 300 passengers at PT Titisan Sang Pangeran who used
services during the 2023 period using the purposive sampling method. The
results of multiple linear regression analysis show that price, location, and
service quality have a positive and significant effect on passenger
satisfaction. Price, it is hoped that PT Titisan Sang Pangeran can evaluate
pricing with the quality of service, facilities, and prices set by similar
competitors. Location, it is expected to add a name sign from the street
corner. Regarding service quality, it is hoped that an evaluation will be
carried out regarding what are the obstacles in-service officers in
responding to consumers both by telephone and WhatsApp. the purpose of
this study is to determine, measure, and evaluate aspects of the quality of
service provided to passengers.
INTRODUCTION
Transportation is one of the business opportunities by providing public transportation
services for users in exchange for material rewards for service providers. In Indonesia, one of
the means of transportation that is widely used by the public to travel by land is public
transportation, namely passenger transportation services used by the general public, usually
managed according to a schedule, operated on a set route and charged for each trip. In each of
these public transportation must have an operational permit, namely a business license and
route permit. Public transportation consists of (Muis, 2019):
a. Inter-city transportation from one city to another, namely Inter-Provincial City
Transportation (AKAP) and Inner City Transportation (AKDP).
b. City transportation which is the movement of people within the city.
c. Rural transportation which is the movement of people within and/or between rural areas.
d. Border transportation, which deals with the borders of other countries.
In the midst of increasingly fierce competition in the field of land transportation
services, skills and abilities are needed to win the hearts of passengers to be more satisfied
using the transportation fleet.
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The Influence Of Price, Location And Service Quality On
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PT Titisan Sang Pangeran better known as Tispa is a company engaged in land
transportation services. Tispa serves the people of South Oku Regency who want to travel
to various destinations outside the region. Tispa counters are located in Muara Dua,
Palembang, and Jabodetabek. This vehicle has a characteristic orange color. The usual
destination for this vehicle is from Muara Dua to Lampung and Jabodetabek. In addition,
Tispa also serves the Muara Dua destination to Palembang. This vehicle is classified as
luxurious and modern in this day and age. In addition to complete facilities such as reclining
seats, air conditioning, toilets, music, karaoke, and supporting facilities such as pillows and
blankets, the driver and conductor are also friendly. Tispa provides large buses, medium
buses, and Hiace, L300, and Elf vehicles (https://putra-muaradua .blogspot. com /2018/
03/tispa-titisan-sang-pangeran.html, 2023).
Table 1
Survey of Dissatisfaction Level at PT Titisan Pangeran (TISPA) Year 2022-2023
Month
2022
2023
Number of
Respondents
Dissatisfie
d Response
Percentage
(%)
Number of
Respondents
Dissatisfied
Response
Percentage
(%)
January
30
8
26,67
60
15
25,00
Pebruary
40
11
27,50
28
7
25,00
Maret
37
12
32,43
36
11
30,56
April
55
15
27,27
50
11
22,00
May
40
12
30,00
45
13
28,89
June
36
7
19,44
43
13
30,23
July
60
18
30,00
55
13
23,64
August
49
9
18,37
46
12
26,09
September
32
9
28,13
33
9
27,27
Oktober
49
10
20,41
48
12
25,00
November
51
12
23,53
50
14
28,00
December
65
15
23,08
53
13
24,53
Total
544
138
25,37
547
143
26,14
Source: PT Titisan Sang Pangeran, 2023
The data in Table 1 shows passenger satisfaction data at PT Titisan Sang Pangeran
(TISPA) from 2022 to 2023. Based on daily questionnaire data via telephone conducted by PT
Titisan Sang Pangeran (Tispa), there are still passengers who express dissatisfaction with the
quality of service provided by PT Titisan Sang Pangeran (Tispa) regarding the quality of
service of drivers and vehicles during the trip.
Consumer Satisfaction
When customers receive performance from a business that meets their expectations, they
will be satisfied (Kotler & Keller, 2018). When their expectations are fulfilled, customers are
delighted, and when they are surpassed, they are extremely happy. Customers who are happy
with a business tend to talk well about it, buy more, stay loyal for longer, and be less sensitive
to price fluctuations.
Price
Price is the sum of money that customers must pay for a good or service or the value they
must give up in order to have access to it (Kotler & Armstrong, 2019).
Location
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According to Kotler & Armstrong (2018), location, which in this case relates to how to
supply goods or services to customers and where the strategic location is, is a range of business
operations to make the products produced or sold affordable and available to the target market.
Service Quality
A customer's evaluation of a product or service's overall superiority or privilege is known
as service quality (Parasuraman et al., 2019).
METHOD RESEARCH
The population in this study are passengers at PT Titisan Sang Pangeran who use services
during the period 2023. The dynamic population (changing in number) results in the population
size cannot be known with certainty.
The minimal sample size for this study is 60 x 5 = 300 because the indicators in this
survey are made up of 3 independent variables and 1 dependent variable, totaling 60
questions. As a result, 300 customers of PT Titisan Sang Pangeran who used its services in
2023 made up the study's sample, which was initially tested with 30 respondents.
The sampling technique used in this study was purposive sampling technique. The
purposive sampling technique is a sampling technique for specific purposes only and is
carried out based on certain criteria available to respondents (Sugiyono, 2019). The criteria
for selecting samples are passengers at PT Titisan Sang Pangeran who use services during
the 2023 period.
RESULTS AND DISCUSSION
With a significant value of 0.000, the price variable (X
1
) has a beta value of 0.199,
which is less than 0.05. This demonstrates that at PT Titisan Sang Pangeran (Tispa), the
pricing variable has a favorable and noteworthy impact on passenger satisfaction. This
demonstrates the validity of the first hypothesis, according to which the price variable has a
positive and substantial influence.
The location variable (X
2
) has a significant value of 0.021, which is less than 0.05, and
a beta value of 0.150. This demonstrates that at PT Titisan Sang Pangeran (Tispa), the
location variable has a favorable and noteworthy impact on passenger satisfaction. This
demonstrates that the location variable's second hypothesis—that it has a positive and
significant effect—can be accepted.
The beta value of the service quality variable (X3) is 0.189, and the significant value
is 0.005, which is less than 0.05. This demonstrates that at PT Titisan Sang Pangeran (Tispa),
the service quality variable has a favorable and noteworthy impact on passenger satisfaction.
This demonstrates that the third hypothesis—that the variables related to service quality have
a positive and noteworthy effect—can be accepted.
Discussion
The Effect of Price on Passenger Satisfaction at PT Titisan Sang Pangeran (Tispa)
Price has a positive and significant effect on customer satisfaction. These results are in
line with the results of research from (Mrabet & Benachenhou, 2022); (Sholichah, 2022);
(Apriliani et al., 2022); (Kelvianto & Napitupulu, 2022); (Fadlilah et al., 2022); (Dam &
Cuong, 2021); (Tran & Le, 2020); (Alvino, 2020); (Alzoubia et al., 2020); (Sudaryanto, 2020);
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(Afthanorhan & Mohamad, 2019) shows the results that price has a positive and significant
effect on customer satisfaction.
The study's findings show that pricing is related to a number of factors, including
affordability, compatibility with benefits, competition, and the quality of the product or service.
The lowest value can be found in the indicator indicating that PT Titisan Sang Pangeran
(TISPA) offers a lower price than other locations. It is suspected that with so many competitors
providing the same route, consumers have many choices in choosing the type of transportation
in terms of the price offered. With so many competitors in this same business world,
transportation business actors must be better and more innovative than their competitors,
especially in terms of pricing offered. Because the price offered is the main attraction before
consumers make a purchase.
The results of respondents' responses to the indicator of the price offered by PT Titisan
Sang Pangeran (TISPA) vary according to the class facilities offered showing the highest score.
This shows that having a variety of variations offered gives consumers many choices, both
facilities, types of vehicles, and prices that can be adjusted to consumer desires. PT Titisan
Sang Pangeran offers various types of prices tailored to the type of vehicle and the level of
facilities/classes that have been adjusted both in terms of price and the facilities obtained.
The Effect of Location on Passenger Satisfaction at PT Titisan Sang Pangeran (Tispa)
Customer happiness is positively and significantly impacted by location. These findings
are consistent with the findings of studies conducted by (Gian, 2023); (Abidin, 2023); (Riko,
2023); (Famungka & Alriani, 2023); (Sudiyah, 2023); (Pagan & Sari, 2023); (Sogen & Bunga,
2023) shows that location has a positive and significant effect on customer satisfaction.
The results of this study indicate that location is associated with several dimensions such
as access, visibility, traffic, parking, and expansion. In the indicator, PT Titisan Sang Pangeran
(TISPA) is located in a strategic location showing the lowest value. It is suspected that
passengers still complain about the less strategic location of PT Titisan Sang Pangeran
counters, especially in the Palembang city area. The location of the PT Titisan Sang Pangeran
counter which is located on Jalan Kolonel Atmo No. 597 RT. 16 RW. 06 Palembang (opposite
Beston Hotel) where location is included in the center of Palembang city, but new consumers
complain that this location which is on a road that is enforced in one direction and there is a
branching makes some consumers often confused about the location of this counter.
Based on interviews with several respondents who are consumers of PT Titisan Sang
Pangeran met by the author in the field, they said that it often happens to find the wrong
location, especially when using online transportation services. Where the location of this
counter is on the right, sometimes the driver takes the direction on the left. To reverse the
direction which is quite far away makes it a bit difficult for consumers to cross the road to get
to the counter. If the goods carried are not too many, consumers don't really mind. However, if
you bring quite a lot of goods, it makes it a bit difficult for consumers.
The results of respondents' responses to the indicator of the location of PT Titisan Sang
Pangeran (TISPA) in the middle of the city show the highest value. This shows that the location
of PT Titisan Sang Pangeran, especially in the Palembang city area, is in the center of
Palembang city. The location of PT Titisan Sang Pangeran in the city center makes it easier for
consumers to reach it, especially access to public transportation services such as city
The Influence Of Price, Location And Service Quality On
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transportation and the Palembang LRT. The location of this Tispa counter is in a location
adjacent to the Cinde LRT station and is passed by several city transportation with several
departments such as KM 5 - Ampera and Lemabang - Ampera transportation.
The Effect of Service Quality on Passenger Satisfaction at PT Titisan Sang Pangeran
(Tispa)
Service quality has a positive and significant effect on customer satisfaction. These
results are in line with the results of research from (Ifeoma et al., 2023); (Ajaleen, 2023);
(Mrabet & Benachenhou, 2022); (Chuenyindee, 2022); (Novitasari, 2022); (Sholichah, 2022);
(Rajasulochana & Khizerulla, 2022); (Monim et al., 2022); (Efendi & Butarbutar, 2022);
(Apriliani et al., 2022); (Kelvianto & Napitupulu, 2022); (Fadlilah et al., 2022); (Arifianti,
2022); (Wiardi et al., 2022); (Ali & Gardi, 2021); (Zaid & Arqawi, 2021); (Dam & Cuong,
2021); (Tran & Le, 2020); (Fida & Ahmed, 2020); (Hasanah & Sulastini, 2020); (Alzoubia et
al., 2020); (Sudaryanto, 2020); (Afthanorhan & Mohamad, 2019) shows the results that service
quality has a positive and significant effect on customer satisfaction.
The results of this study indicate that service quality is associated with several
dimensions such as physical evidence, empathy, reliability, responsiveness, and assurance. The
indicator of being quick in responding to consumers both by telephone and WhatsApp shows
the lowest value. It is suspected that some consumers who are passengers of PT Titisan Sang
Pangeran still often complain about the response of service officers in responding to both
telephone and WhatsApp messages. Based on direct interviews with several respondents, they
said that contacting by telephone was faster to respond when compared to contacting via
WhatsApp. This makes consumers who need to be quickly responded to feel that there is still
a lack of PT Titisan Sang Pangeran service officers in responding, especially with the choice
of WhatsApp messages.
The results of respondents' responses to the indicator of PT Titisan Sang Pangeran
(TISPA) providing service facilities in accordance with the standard show the highest value.
This shows that the facilities provided by PT Titisan Sang Pangeran to passengers, both the
quality of vehicles that have good and well-maintained conditions and other supporting
facilities such as the quality of the seats in the vehicle, air conditioning, vehicle cleanliness and
conditions in the vehicle that smell good, are in accordance with the service standards provided.
PT Titisan Sang Pangeran strives to provide the best service and facilities to consumers.
CONCLUSION
The conclusion of this study shows that price, location, and service quality have a
significant influence on passenger satisfaction at PT Titisan Sang Pangeran (TISPA).
Specifically, prices that are competitive and in accordance with the value provided contribute
positively to passenger satisfaction. A strategic and easily accessible location is also an
important factor that increases satisfaction. In addition, high service quality, which includes
friendliness, speed, and efficiency of service, has been shown to determine the level of
passenger satisfaction. Thus, to improve overall passenger satisfaction, PT TISPA needs to
focus on strategies that harmonize reasonable pricing, appropriate location selection, and
continuous improvement in service quality.
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Copyright holders:
Yesie Aryanty
1
, Aslamia Rosa
2
, Zakaria Wahab
3
, Marlina Widiyanti
4
(2024)
First publication right:
JoSS - Journal of Social Science
This article is licensed under a Creative Commons Attribution-ShareAlike 4.0
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