Integrasi Metode Customer Satisfaction Index (CSI) dan Regresi untuk Menilai Kualitas Pelayanan Berdasarkan Kepuasan Pengguna (Studi Kasus: Transportasi Online Kota Pematang Siantar)

Abstract

The development of online transportation services such as online transportation has provided convenience for society; however, several user complaints remain, including delays in pick-up times, a confusing application interface, and drivers’ lack of friendliness. This raises questions regarding the extent to which Maxim’s service quality influences user satisfaction. This study aims to determine the level of user satisfaction with online transportation using the Customer Satisfaction Index (CSI) method and to analyze the influence of service quality dimensions on user satisfaction through multiple linear regression analysis. Data were collected through a closed-ended questionnaire distributed to 252 online transportation users in Pematang Siantar City. The results show that the CSI score reached 82.60%, which falls into the “very satisfied” category. Furthermore, the regression analysis indicates that not all service quality dimensions significantly affect user satisfaction; however, factors from the Tangibles dimension (physical appearance of vehicles, cleanliness, and facility completeness), Reliability (the ability to deliver services as promised), and Responsiveness (willingness and ability to respond quickly) were found to have a positive and significant effect. These findings are expected to provide input for online transportation in improving its service quality in order to maintain and enhance customer satisfaction and loyalty.