| Summary: | On October 23, 2012, Prameks was overturned in Kalasan, Yogyakarta. On
November 5, 2012 PT KAI DAOP VI Yogyakarta launched KRDE Sriwedari.
Sriwedari�s schedule replaces some of Prameks��especially during commuter hours. It
triggered backlash from Pramekser, community of commuters who use Prameks from
Yogyakarta, Kutoarjo, Klaten, and Solo. PT KAI DAOP VI should take care of this
problem seriously or it might suffer from loss due to declining market share and
profitability.
The purpose of this research is to investigate the effect of price fairness and
service quality dimension which consists of Reliability, Assurance, Responsiveness,
Tangible, and Empathy toward the customer satisfaction and loyalty after the introduction
of KRDE Sriwedari. The population of the research is members of Pramekser
Community Chapter Yogyakarta, while the sample will be those who shifted to Damri
Bus to express their disappointment toward PT KAI DAOP VI. The sampling method
employed is purposive sampling and the amount of respondents obtained is 84 people.
To
answer the research problem and research hypothesis testing, the research will use
Structural Equation Modeling (SEM) with help of SPSS AMOS software.
The results show that (1) price fairness is significantly and positively influencing
satisfaction, (2) service quality is significantly and positively influencing satisfaction, (3)
satisfaction is significantly and positively influencing loyalty, (4) price fairness has both
indirect and direct significant and positive influence toward loyalty, while (5) service
quality is indirectly having significant and positive influence toward loyalty because the
parameter coefficient for direct influence between service quality and loyalty is not
significant. The result also suggests that the strongest dimension in service quality
variable is Reliability with coefficient of 0.875.
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