This study aims to analyze and describe the direct and indirect effects between service quality and ticket fare through customer satisfaction to achieve customer loyalty of Perum DAMRI Land TransportKeywords : service quality, ticket fare, consumer satisfaction, loyalty. ABSTRAKPenelitian ini bertujuan untuk menganalisis efek langsung dan tidak langsung kualitas layanan dan harga tiket melalui kepuasan pengguna layanan untuk mencapai loyalitas pelanggan tranportasi darat Perum DAMRI kantor pusat/Perdana Tarik Perum DAMRI di Jakarta. Populasinya adalah pengguna Perum DAMRI yang sudah beberapa kali menggunakan jasa Perum DAMRI untuk beberapa tujuan. Sedangkan sampel adalah untuk bus layanan pengguna Perum DAMRI di Wilayah DKI Jakarta dari 125 responden, dengan teknik pengambilan sampel yang digunakan adalah purposive sampling. Analisis yang digunakan dalam penelitian ini adalah Metode Path Analysis. Berdasarkan perhitungan menunjukkan bahwa variabel kualitas pelayanan terhadap kepuasan pelanggan adalah signifikan. Berdasarkan perhitungan menunjukkan bahwa variabel harga tiket terhadap kepuasan konsumen adalah signifikan. Kepuasan konsumen dapat menjadi variabel intervening antara kualitas pelayanan dan loyalitas konsumen. Kepuasan konsumen dapat menjadi variabel intervening antara harga tiket untuk loyalitas konsumen. Berdasarkan hasil uji menunjukkan bahwa variabel kepuasan konsumen terhadap loyalitas pelanggan adalah signifikan, Adjusted R Square (`R2) dari 0,981 menunjukkan bahwa 98,1% dari varians atau konsumen loyalitas ditentukan oleh variabel independen dan variabel intervening dalam persamaan regresi.Kata kunci: kualitas layanan, harga tiket, kepuasan konsumen, loyalitas.

The aim of this research is to find out the influence of service quality, ticket price, and customer satisfaction to the customer loyalty. It is a quantitative research using the data analysis method of Path Analysis. The results indicate that both variables of Service Quality (X1) and Ticket Price (X2) have a significant direct influence to the variable of Customer Satisfaction (Y1), whereas the variable of customer satisfaction has a significant indirect influence to the variable of Customer Loyalty (Y2) [through intervening the variable of customer satisfaction]. It is found in a sequence that the variables most influential to the increase of Customer Loyalty are: Service Quality,  Customer Satisfaction, and the Ticket Price in the last rank.The results of path analysis indicate that service quality can directly influence the customer loyalty. It can be optimistically improved as maximal as possible through 5 factors having positive influences in enhancing customer loyalty. Meanwhile, Ticket Price still indirectly influences the customer loyalty and it can pesimistically still be enhanced through the policy on tariff and it is difficult to implement, only can be driven if the ticket price provided by the transport service provider is more competitive and more various as well as affordable for the consumer purchase power of that transport sevice.

This study aims to analyze and describe the direct and indirect effects between service quality and ticket fare through customer satisfaction to achieve customer loyalty of Perum DAMRI Land Transport service at central office /Prime Pull Perum Damri in Jakarta. The population is Perum DAMRI customers who have used the services of Perum DAMRI several times for several destinations. While the sample is Perum DAMRI customers in the Region of DKI Jakarta of 125 respondents, using purposive sampling. The analysis used in this research is Path Analysis Method. The calculations indicate that the variables of service quality to customer satisfaction is significant. Based on calculations, it is indicated that the ticket fare variable to consumer satisfaction is significant. Consumer satisfaction can be an intervening variable between service quality and loyalty of consumers. Consumer satisfaction can be an intervening variable between the ticket fare to the customers’ loyalty. Based on the test results, the variable of consumer satisfaction on customer loyalty is significant, Adjusted R Square (R2) of 0.981 shows that 98.1 % of the variance or consumer loyalty is determined by the independent variables and intervening variables in the regression equation

The aim of this research is to ind out the inluence of service quality, ticket price, and customer satisfaction to the customer loyalty. It is a quantitative research using the data analysis method of Path Analysis. The results indicate that both variables of Service Quality Ticket Price still indirectly inluences the customer loyalty and it can pesimistically still be enhanced through the policy on tariff and it is dificult to implement, only can be driven if the ticket price provided by the transport service provider is more competitive and more various as well as affordable for the consumer purchase power of that transport sevice.