Determinants of User Satisfaction and Loyalty in Jakarta's Light Rail Transit: The Role of Environment, Vehicle Characteristics, Safety, and Cost

Abstract

This study aims to analyze the factors influencing customer satisfaction and loyalty in public transportation (PT) services, specifically among users of Jakarta Light Rail Transit (LRT). The study uses the Partial Least Squares Structural Equation Model (PLS-SEM) to examine customer satisfaction and loyalty based on parameters such as environment, vehicle characteristics, safety, and cost. Data were collected through an online questionnaire distributed to 107 participants in the Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek) areas who had used the Jakarta LRT services as a regular transport. The analysis shows that cost, vehicle characteristics, and safety have a significant direct effect on customer satisfaction, while environment does not. Customer loyalty is significantly influenced by customer satisfaction, environment, vehicle characteristics, and cost, but not by safety. The study concludes that improving customer satisfaction has a direct impact on customer loyalty. It is recommended that companies adopt affordable and competitive pricing strategies, ensure comfortable vehicles, and prioritize passenger safety to enhance the overall transportation experience and strengthen customer loyalty.