ANALISIS PENGARUH KEPUASAN PENUMPANG ANGKUTAN MASSAL BERBASIS JALAN PERKOTAAN TERHADAP LOYALITAS PENUMPANG (STUDI KASUS : TRANS METRO DELI)

Road-based mass transit systems or commonly referred to as Bus Rapid Transit (BRT) are currently experiencing quite rapid development in various countries including Indonesia. At the end of 2020 Government has inaugurated urban road-based public transportation with Buy The Service (BTS) Scheme 5 (five) major cities city Medan. Evaluation strategy must continue be carried out so that this BTS mode can sustainable. One steps taken is examine level satisfaction and loyalty current users using mode. This underlies research analyze passenger Trans Metro Deli effect on passengers. Importance Performance Analysis (IPA) Method used passengers because method evaluate design management from results analysis service user perceptions regarding suitability between expectations quality received. While Partial Least Square – Structural Equation Modeling (PLS SEM) estimate model relationships. uses Smart PLS software. Through measurements IPA method, show highest found safety attribute (92.59%), then (90.54%), comfort (91.11%). All three included achievement quadrant maintained, attributes equality (87.24%) regularity (87.74%) low priority while affordability (84.79%) which main for improvement . Meanwhile, if analyzed per each corridor, Medan Tuntungan Merdeka terms it still low, but also low. And when a job basis, top improved. PLS-SEM concluded was significant an influence value 0.647 direction relationship two variables positive.