PERAN KUALITAS LAYANAN, HARGA, DAN CITRA MERK DALAM MENINGKATKAN KEPUASAN PELANGGAN BUS PARIWISATA PO JURUS ELANG SEMARANG

Zakariya ; Faiz ; Panjaitan ; Roymon ; Mahmud ; Mahmud ; Setiawan ; Aries
Jurnal Manajemen Sosial Ekonomi 📅 2026 Vol 6, No 1 🔗 DOI: 10.51903/dinamika.v6i1.1188
Abstract
Fierce competition in the tourist bus industry, especially in the price segment, requires companies to understand the key factors that influence customer satisfaction. This study aims to analyze the influence of service quality, price, and brand image on customer satisfaction of PO Jurus Elang in Semarang City through a quantitative approach with an explanatory survey involving 136 respondents selected by purposive sampling. Data were obtained from a Likert scale questionnaire and analyzed using SEM-PLS via SmartPLS. The results of the analysis indicate that service quality and price have a positive but insignificant influence, while brand image has a positive and significant influence on customer satisfaction, with an R-square value of 0.721, reflecting good model strength. These findings emphasize that brand image is a major factor in increasing customer satisfaction, while service quality and price are more likely to be viewed as minimum standards by customers.
Keywords
service quality; price; brand image; customer satisfaction; tourist bus
How to Cite

Zakariya, et al. (2026). PERAN KUALITAS LAYANAN, HARGA, DAN CITRA MERK DALAM MENINGKATKAN KEPUASAN PELANGGAN BUS PARIWISATA PO JURUS ELANG SEMARANG. Jurnal Manajemen Sosial Ekonomi, 6(1). https://doi.org/10.51903/dinamika.v6i1.1188

Zakariya, Faiz; Panjaitan, Roymon ; Mahmud, Mahmud; Setiawan, Aries , "PERAN KUALITAS LAYANAN, HARGA, DAN CITRA MERK DALAM MENINGKATKAN KEPUASAN PELANGGAN BUS PARIWISATA PO JURUS ELANG SEMARANG," Jurnal Manajemen Sosial Ekonomi, vol. 6, no. 1, 2026.

Zakariya, Faiz; Panjaitan, Roymon ; Mahmud, Mahmud; Setiawan, Aries . "PERAN KUALITAS LAYANAN, HARGA, DAN CITRA MERK DALAM MENINGKATKAN KEPUASAN PELANGGAN BUS PARIWISATA PO JURUS ELANG SEMARANG." Jurnal Manajemen Sosial Ekonomi, vol. 6, no. 1, 2026.

Zakariya, Faiz; Panjaitan, Roymon ; Mahmud, Mahmud; Setiawan, Aries . "PERAN KUALITAS LAYANAN, HARGA, DAN CITRA MERK DALAM MENINGKATKAN KEPUASAN PELANGGAN BUS PARIWISATA PO JURUS ELANG SEMARANG." Jurnal Manajemen Sosial Ekonomi 6, no. 1 (2026).

Zakariya, et al. (2026) 'PERAN KUALITAS LAYANAN, HARGA, DAN CITRA MERK DALAM MENINGKATKAN KEPUASAN PELANGGAN BUS PARIWISATA PO JURUS ELANG SEMARANG', Jurnal Manajemen Sosial Ekonomi, 6(1). doi: 10.51903/dinamika.v6i1.1188.

Zakariya, Faiz; Panjaitan, Roymon ; Mahmud, Mahmud; Setiawan, Aries . PERAN KUALITAS LAYANAN, HARGA, DAN CITRA MERK DALAM MENINGKATKAN KEPUASAN PELANGGAN BUS PARIWISATA PO JURUS ELANG SEMARANG. Jurnal Manajemen Sosial Ekonomi. 2026;6(1).

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