PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN JASA BRT TRANSMUSI PALEMBANG

Quality of service is used as a means to achieve competitive advantage. In improving the quality of services will lead to a likely customer loyalty and attract new customers. The city of Palembang introduced the concept of Bus Rapid Transit (BRT). A form of mass transportation by combining the passenger-oriented station. Underlying issue in this research is "how influence service quality to passenger satisfaction BRT services Transmusi Palembang?" Aims to identify and analyze the effect of service quality on customer satisfaction. The approach used in this study is a survey and descriptive research type on 100 respondents. To test this study using multiple regression and t test and F test The results showed that the quality of service seen from the 5 dimensions: Tangibles, Reliability, Responsiveness, Assurance and Empathy simultaneously and Persia significant effect on customer satisfaction Transmusi BRT services. Responsiveness is the dimension of service quality is the most dominant in influencing customer satisfaction.