Orlando, Gerry Hutama (2025) Pengaruh Kualitas Layanan dan Brand Trust terhadap Kepuasan Konsumen pada PO Menggala. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The tourism bus industry in Indonesia has experienced rapid growth in line with the increasing demand for group travel and the development of the national tourism sector. Competition among bus companies (PO) in Surabaya, including PO Menggala, has become increasingly intense, requiring improvements in service quality and the establishment of brand trust to achieve optimal customer satisfaction. This study aims to analyze the influence of service quality and brand trust on customer satisfaction at PO Menggala. Service quality is measured through aspects of reliability, comfort, safety, and provided facilities, while brand trust is built through service consistency, crew professionalism, and policy transparency. Data were collected through a survey of PO Menggala customers and analyzed quantitatively. The findings are expected to provide a deeper understanding of the importance of service quality and brand trust in improving customer satisfaction in the land transportation industry, particularly in the tourism bus sector. Furthermore, these results are expected to serve as a basis for PO Menggala in formulating marketing strategies and improving service quality to remain competitive sustainably. In addition, this research may contribute to the development of marketing management theory, particularly regarding the relationship between service quality, brand trust, and customer satisfaction in the tourism transportation sector. Keywords: Service Quality, Brand Trust, Customer Satisfaction, PO Menggala, Tourism Bus, Land Transportation
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HE Transportation and Communications H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products H Social Sciences > HF Commerce > HF5415.5 Customer services |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Gerry Hutama Orlando | ||||||||
| Date Deposited: | 14 Aug 2025 07:40 | ||||||||
| Last Modified: | 14 Aug 2025 07:40 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/41680 |
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