Analisis Loyalitas Pelanggan Access by KAI (Studi Pada Pelanggan Access by KAI di Kota Surabaya)

Winata, Aditya Chandra (2025) Analisis Loyalitas Pelanggan Access by KAI (Studi Pada Pelanggan Access by KAI di Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study is motivated by the increasing use of the Access by KAI application, which facilitates the public in booking train tickets more efficiently. However, customer loyalty toward this application is influenced not only by its technical performance but also by user experience and perceptions of service quality. Employing a qualitative approach and in-depth interviews with active users and representatives from PT KAI DAOP 8 Surabaya, this research aims to explore the meaning and underlying reasons behind customer loyalty in Surabaya. The findings reveal that loyalty is shaped by a combination of technical aspects such as ease of access, speed, and transaction security and emotional factors, including trust in the PT KAI brand, satisfaction with previous experiences, and a long-term attachment to the service. Despite encountering technical issues such as system errors and limited features, users continue to show a positive attitude and choose to remain loyal to the application. These results indicate that customer loyalty is driven not only by rational considerations but also by emotional connections and ongoing relationships between users and service providers. Keywords : Customer Loyalty, Access by KAI, Digital Transportation Application, Qualitative Approach, User Experience

Item Type:

Thesis (Undergraduate)

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