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The role of demographic, trip characteristics, service performance, and satisfaction factors on trans Koetaraja passengers’ loyalty

Mutiawati Cut, Suryani Fitrika Mita, Faisal Ruhdi, Apriandy Fadhlullah

Transport Problems

2025

T. 20, z. 2

139--148

Operating since 2016 in Banda Aceh, Indonesia, Trans Koetaradja is a public transportation service that continues to face challenges related to low passenger numbers. Several factors are thought to contribute to this issue, including the quality of service, passenger satisfaction, and customer loyalty. This research analyzes the extent to which demographic attributes, travel behavior, service performance, and satisfaction influence passenger loyalty to the Trans Koetaradja system. This research was conducted across six corridors, with data collected through questionnaires and analyzed using Stata. The results indicate that only age (20%) significantly impacts loyalty, while other demographic and trip-related factors, such as gender, education, and trip frequency, do not. Key service performance factors influencing loyalty (32.9%) include operating hours, timeliness, stop distance, bus crew readiness, and passenger comfort. Despite these findings, amenities such as free fares and air conditioning have minimal impact, as private vehicles remain more affordable and convenient. Furthermore, the limited bus route network restricts its broader usage. Expanding the route network and implementing policies such as higher parking fees and road pricing are recommended to promote the use of public transportation, thus improving passenger loyalty.