Analyzing the Quality of Motorcycle Taxi Services in Agricultural Product Transportation: A Structural Equation Modeling (SEM) Approach

Abstract

Pinrang Regency is one of the largest rice producers in South Sulawesi Province, Indonesia, where the main occupation of the population is farming. The need for transportation of agricultural products is very much needed and what is used by the farming community is a modified vehicle, namely a motorcycle taxi. This research aims to determine the level of service quality based on characteristics. The research method uses descriptive quantitative based on a questionnaire survey of 130 respondents with the Structural Equation Model analysis model assisted by Analysis Moment of Structure software version 23. The results of the research analysis show that the Service Quality variable has a positive and significant effect on Customer Satisfaction, Service Quality has a positive and significant effect on Customer Loyalty, Price Fairness has a positive and significant effect on Customer Loyalty, Customer Satisfaction has a positive and significant effect on Customer Loyalty, because the Critical Ratio value shows value >1.960 and P-value <0.005 the hypothesis in this research can be accepted, while the Price Fairness variable has no significant effect on Customer Satisfaction because the P-value is 0.612.