• Gayatri Puspitasari Jurusan Managemen / Universitas Surabaya
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Keywords: Image, perceived value, perceived usefulness, Easy to understand, passengers’ satisfaction


Abstrak - Penelitian ini bertujuan untuk mengetahui pengaruh citra dan nilai terhadap kepuasan penumpang PT. KERETA API INDONESIA (PERSERO) DI SURABAYA. Jenis penelitian yang digunakan adalah jenis penelitian basic research yang termasuk dalam tipe penelitian kausal. Penelitian ini menggunakan pendekatan kuantitatif dengan melalui pengujian secara statistik. Responden dalam penelitian ini berjumlah 150 responden yang pernah menggunakan jasa layanan kereta api. Analisis dalam penelitian ini menggunakan SEM (Structural Equation Modeling) dan diolah menggunakan software SPSS dan AMOS untuk pengujian model Pengukuran dan Struktural. Hasil pada penelitian ini menunjukan bahwa keempat hipotesis (image, perceived value, perceived usefullness, dan perceived easy of use) terdukung dan berpengaruh positif secara signifikan terhadap kepuasan penumpang (passangers’ satisfaction).

Kata Kunci: Image, Perceived value, Perceived usefullness, Perceived easy of use, Passangers’ satisfaction

Abstrac -This study aims to determine the image and value of passengers’ satisfaction PT. KERETA API INDONESIA (PERSERO) DI SURABAYA. The type of research used is basic research that can be used in causal research. This study uses a quantitative approach using statistics. Respondents in this study were 150 respondents who had used rail service. The analysis in this research using SEM (Structural Equation Modeling) and processed using SPSS and AMOS software for credit and Measurement Structural model. The results of this study indicate that the four hypotheses (image, perceived value, usability perception, and perception are easy to use) are supported and significantly influence passengers’ satisfaction.

Keywords: Image, perceived value, perceived usefulness, Easy to understand, passengers’ satisfaction


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