ANALISIS PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN PENUMPANG BRT TRANS SEMARANG MENGGUNAKAN PARTIAL LEAST SQUARE (PLS) (STUDI KASUS: MAHASISWA UNIVERSITAS DIPONEGORO)

BRT Trans Semarang is an integrated bus transportation system that operates in City and parts of Regency. This provides service facilities such as the availability stops, air-conditioned rooms to travel route information. The facility expected be able provide satisfaction for its passengers. study was conducted determine effect quality on passengers using Partial Least Square (PLS), with a case Diponegoro University students. PLS alternative approach from covariance-based SEM variance-based. advantage it handle problems measuring data certain scale, small sample numbers, abnormal presence multicholinearity. this measured through variables Direct Evidence, Reliability, Responsiveness, Empathy Guarantee. Passenger sense pleasure, positive impression others absence complaints. results showed had significant were Reliability Responsiveness. Variables do not have are empathy guarantee variables. Adjusted R-Square value 0.414 means Responsiveness affect by 41.4%.Keywords : Service Quality, Satisfaction, Semarang, (PLS).