Pricing, Testimonials, and Service Quality Effects on Public Transport Customer Satisfaction

Abstract

This study examines the influence of pricing, customer testimonials, and service quality on customer satisfaction among Almasar Bus users in Medan. Employing a quantitative approach with 100 respondents selected through accidental sampling, data were analyzed using multiple linear regression, t-test, F-test, and coefficient of determination. Partial test results indicate that pricing and customer testimonials demonstrate no significant effect on customer satisfaction, whereas service quality exhibits significant positive influence. Simultaneously, all three variables collectively affect customer satisfaction significantly. The adjusted R-squared value of 0.144 indicates that these variables explain 14.4% of customer satisfaction variation, with the remaining 85.6% attributable to other unexplored factors. Findings emphasize the critical importance of service quality enhancement in elevating customer satisfaction levels within public transportation contexts.