FAKTOR-FAKTOR ANTESEDEN SEBAGAI IMPAK LOYALITAS PENUMPANG MELALUI CUSTOMER VALUE(STUDI KASUS PADA PT KERETA API INDONESIA DAOP 4 SEMARANG)

Authors

Seli Ayu Pertiwi Universitas AKI Semarang
M.Rifki Bakhtiar Universitas AKI Semarang

DOI:

Keywords:

Customer Value, Loyalitas Pelanggan, Experiential Marketing, Kualitas Layanan, Citra Merek

Abstract

Penelitian ini mengkaji loyalitas penumpang PT Kereta Api Indonesia (Persero) DAOP 4 Semarang melalui perspektif customer value. Seiring dengan meningkatnya persaingan di industri transportasi, perusahaan perlu memahami faktor-faktor yang memengaruhi kepuasan dan loyalitas pelanggan. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus, di mana data dikumpulkan melalui wawancara semi-terstruktur serta studi pustaka dari berbagai sumber. Hasil penelitian menunjukkan bahwa experiential marketing, service quality, dan brand image memiliki hubungan yang beragam terhadap customer value dan loyalitas pelanggan. Customer value terbukti menjadi faktor penting dalam meningkatkan loyalitas penumpang, yang mengindikasikan bahwa peningkatan kualitas pengalaman, layanan, dan citra merek dapat berdampak positif terhadap kepuasan pelanggan. Temuan ini memberikan wawasan bagi PT Kereta Api Indonesia dalam merancang strategi pemasaran dan pelayanan yang lebih efektif guna mempertahankan serta meningkatkan loyalitas pelanggan.

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