| Summary: | In this current condition, people’s interest in using public transportation in Jember is decreasing with a low load factor value below 50%. It can be caused by the quality of services provided by service providers to the satisfaction of public transport users. Importance-Performance Analysis (IPA) method is used to determine the level of satisfaction of public transport users in Jember District. The satisfaction level of public transport users is obtained from several attributes that belong to the Cartesian diagram. The attributes that need improvement are the punctuality of the services, providing a sense of security and comfort and first aid facilities. The user's willingness to pay is Rp.4,000.00 - Rp.5,000.00. Directions for future studies are presented.
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