Kualitas Komunikasi Personal Dan Servicescape Pengaruhnya Terhadap Loyalitas Pelanggan Menggunakan Jasa Transportasi Bus Damri (Studi Kasus Pada Bus Damri Rute Kota Baru Parahyangan-Alun-Alun)

Loyalitas pelanggan di pengaruhi berbagai faktor, salah satu di antaranya kualitas komunikasi personal dan servicescape. Fenomena variabel kualitas komunikasi kayawan masih belum baiknya komunikasi yang di lakukan oleh karyawan (kondektur) saat pengambilan biaya ongkos ke pada penumpang. Fenomena variabel servicescape kondisi tempeatur udara dalam bus masih terasa panas. Dan Fenomena variabel loyalitas pelanggan penumpang sebagai pelanggan belum merekomendasikan menggunakan jasa transportasi Bus Damri rute kota baru parhyangan-Alun-alun kepada orang lain. Penelitian ini bertujuan untuk mengetahui : (1) Pengaruh kualitas komunikasi personal terhadap Loyalitas Pelanggan menggunakan jasa transportasi bus damri rute Kota Baru Parahyangan-Alun-alun.(2) Pengaruh servicescape terhadap Loyalitas Pelanggan menggunakan jasa transportasi bus damri rute Kota Baru Parahyangan-Alun-alun. Sebanyak 100 penumpang diambil sebagai sampel melalui teknik penarikan sampel dengan metode stratified random sampling. Data dikumpulkan melalui penyebaran kuesioner, observasi dan wawancara. Metode survey yang digunakan adalah deskriptif dan verifikatif. Data dianalisis dengan metode simple regression analysis dengan menggunakan software program SPSS 20.0 for window. Hasil penelitian menunjukan Kualitas komunikasi personal dan servicescape memberikan pengaruh yang relatif besar terhadap loyalitas pelanggan menggunakan Bus Damri rute Kota Baru Parahyangan-Alun-Alun secara parsial.

Custome�s loyalty is influenced by several factors, one of them is quality of the personal communications and servicescape. The phenomenon of variable the quality of employee�s communication skill is still not good yet while communicate that in doing by an employee (the conductor) when collecting the cost to passengers. The phenomenon of variable servicescape is the temperature condition of the air inside the bus is still feels hot, and phenomenon of variable customer loyalty as the customer that has not recommends another people to using Damri Bus as the transportation service. This research aims to understand: (1) The influence of personal communications against customer loyalty using transportation services Damri route Kota Baru Parahyangan � Alun-Alun. (2) The influence of servicescape to customer�s loyalty to using transportation services Damri Bus route Kota Baru Parahyangan � Alun-alun. As many as 100 passengers taken as samples, the sample through the technique with the methods of stratified random sampling. Data collected through the spread of questionnaires, observation, and interview. The method that used in the survey is descriptive and verification. Data presented in the form of table and analyzed with method of simple regression analysis with the software program SPSS 20.0 for window. Research shows that quality of the personal communications and servicescape giving influence that are relatively good against customer�s loyalty to using Damri Bus route Kota Baru Parhyangan � Alun-Alun partially.