138 Available online at: http://journals.rsfpress.com/index.php/ijmesh International Journal of Management, Entrepreneurship, Social Science and Humanities (IJMESH) ISSN 2580-0981 (online) Volume 3 Number 1 (2020): 16-23 Corresponding author Oktaveanavheve@gmail.com; Trishasaraswati@telkomuniversity.ac.id DOI: https://doi.org/10.31098/ijmesh.v3i1.138 Research Synergy Foundation Applying Importance Performance Analysis to Assess Customer Satisfaction: Mass Rapid Transportation in Indonesia Oktaveana Sugiarti Tjitrohartoko, Trisha Gilang Saraswati Business Administration Department, Telkom University, Indonesia Abstract Jakarta, which is the capital city of Indonesia is a city with traffic jam number 7 in the world. Therefore, the government provides mass transportation solutions in the form of Mass Rapid Transportation with the hope that it can unravel congestion and become safe and comfortable transportation for society. However, there are still many complaints about the services provided by Mass Rapid Transportation and affect customer satisfaction. (2) The purpose of this study is to demonstrate important performance analysis as a decision-making tool for the transportation industry in terms of customer satisfaction and to assess the performance of mass rapid transportation in performing their services to satisfy their customers. (3 Importance Performance Analysis was used to measure the level of customer satisfaction through measurements of customer expectation and reality. The sample of 100 respondents was obtained based on the sampling criteria which are only people who have used Mass Rapid Transportation in Indonesia at least one time that can fill the questionnaire. (4) Importance Performance Analysis (IPA) in this study successfully identified each attribute on customer satisfaction. The researcher is aware that the impact of an attribute is significantly varied with the different levels of performance on each attribute. By using IPA, the company of Mass Rapid Transportation in Indonesia can map what needs to be improved, maintained, to be kept, and to be reduced as an effort to increase customer satisfaction. Keywords: customer satisfaction, importance-performance analysis, mass rapid transportation This is an open access article under the CC–BY-NC license. INTRODUCTION Transportation is the main component in life and life systems, government systems, and social systems. Regional social demographic conditions influence transportation performance in the region. The level of population density will have a significant influence on transportation capacity to serve the needs of the society. Transportation in Indonesia has a very rapid development. This can be seen from the history of transportation in Indonesia. In ancient times people carried out activities of moving from one place to another just by relying on walking, using animals, and simple vehicles that needed a very long time to get to their destination. But along with the development of technology, the existing transportation facilities are far different from the old times, the number of existing transportation facilities continues to increase every year, has a large amount of carrying capacity and shorter travel time. DKI Jakarta is the capital city of Indonesia and the center of government of the Republic of Indonesia. Every capital city in various countries will improve the quality in any aspect, including the issue of public transportation. Building a Mass Rapid Transportation network system is not just an economic and financial feasibility business, but more than that, building a Mass Rapid Transportation reflects the vision of a city. The life and economic activities of a city, such as depend on how easily citizens travel/mobility and how often they can do it to various destinations in the city. The main purpose of the construction of the Mass Rapid Transportation system is to provide opportunities for city residents to improve the quality and quantity of travel/mobility to be more reliable, trusted, safe, comfortable, affordable, and more economical. The immediate benefit of the operation of the Mass Rapid Transportation system is that it can reduce the density of vehicles on the road because the MRT is International Journal of Management, Entrepreneurship, Social Science and Humanities (IJMESH), Vol. 3 (1), 16-23 Applying Importance Performance Analysis to Assess Customer Satisfaction: Mass Rapid Transportation in Indonesia Oktaveana Sugiarti Tjitrohartoko, Trisha Gilang Saraswati ISSN 2580-0981 (online) │ 17 expected to divert people who use personal transportation to public transportation. Mass Rapid Transportation development can be an alternative solution to overcome transportation problems in big cities. The advantage of this system is its ability to carry large numbers of passengers, fast and reliable in various situations. By using Mass Rapid Transportation, road space will be far more efficient because the use of private vehicles can be minimized. Mass Rapid Transportation in Indonesian gets diverse enthusiasm from people of DKI Jakarta and around it. Some enthusiastically welcomed the presence of this transportation, but some compared economies of scale with other transportation. Customer satisfaction is one of the defining factors for the company's success, therefore, the company must give attention to the customer expectations about the services and facilities provided. If the number of customers complains, criticizing is very high it means that the services and facilities provided are not fit with customers' expectations. To reduce that thing, the company must improve its service quality that fit with customers expectation. Because service quality is the most important factor in achieving customer satisfaction. The purpose of this study is to demonstrate important performance analysis as a decision- making tool for the transportation industry in terms of customer satisfaction and to assess the performance of mass rapid transportation in performing their services to satisfy their customers.. LITERATURE REVIEW Marketing activities cover a very broad scope of activities that starts with determining customer needs and ends with customer satisfaction. It means that marketing activities are about costumers. The purpose of marketing is to find out and understand the customers in such a way that the product fits with the customers and sold, ideally marketing causes the customers to be ready to buy the product. The company also must be able to understand the needs, desires, and market demands so that the products or services offered can be accepted and fit with the needs and desires of costumers. Kotler and Keller (2016:27) define that Marketing is the set of institutions, actors, and processes for communicating, creating, delivering, and exchanging offerings that have value for customers, partners, clients, and society at large. Services (Zethaml and Bitner in Lupiyoadi:2016) are all of the economic activities in which the output is not a physical product or construction that generally consumed at the time it is produced and provides additional value in forms of convenience, amusement, comfort or health. While Kotler and Keller (2016:422) define service as any performance or act that can offer by one party to another which essentially intangible and does not affect the ownership of anything it's production may or may not be tied to physical product. Customer satisfaction has become a central concept in marketing theory and practice. Customer satisfaction contributes to several crucial aspects, such as creating customer loyalty, increasing company reputation, reducing future transaction costs, and increasing employee efficiency and productivity. The word "satisfaction" comes from the Latin "satis" which means pretty good and "facio" means to do or make. Simply, satisfaction can be interpreted as an effort to fulfill something or make something adequate. Customer satisfaction is an evaluation of the customers where the alternative is chosen is at least the same or more than customer expectations, while dissatisfaction arises when the results do not meet expectations. With the satisfaction of the desires and needs of customers, then it has a positive impact on the company. If customers are satisfied with a product of course the customers will always use or consume the products continuously. That way the products of the company are declared to be marketable, so the company will be able to get profit and survive in the business competitive. According to Kotler and Keller (2016:138), generally, customer satisfaction is feeling happy or disappointed International Journal of Management, Entrepreneurship, Social Science and Humanities (IJMESH), Vol. 3 (1), 16-23 Applying Importance Performance Analysis to Assess Customer Satisfaction: Mass Rapid Transportation in Indonesia Oktaveana Sugiarti Tjitrohartoko, Trisha Gilang Saraswati ISSN 2580-0981 (online) 18 │ someone who appears after comparing the results of estimated products or services to the performance than expected. Meanwhile, according to Irawan (2003), customer satisfaction is determined by customer perceptions of product or service performance in fulfilling customer expectations. Customers are satisfied if their expectations are met or will be very satisfied if the customer's expectations are exceeded. Irawan believes that five factors affect customer satisfaction, such as: a. Price For sensitive customers, low prices are usually an important source of satisfaction because they will get high value for money. This price component is relatively unimportant for people who are not sensitive to the price. b. Service Quality Service Quality is very dependent on three things are system, technology, and human. Customer satisfaction to service quality is usually difficult to regulate because the formation of attitudes and behaviors which go along with the desires of the company is not easy work to improve, starting from recruitment, training, and work culture. c. Product Quality Customers feel satisfied after buying and using the product if the product quality is good. d. Emotional Factor Emotional Factor is shown by customers for the satisfaction they get in using a product or service that creates pride and self-confidence. e. Easiness The easiness of obtaining the product or service and the easiness of payment can make customers more satisfied if it is relatively easy, convenient, and efficient in getting a product or service. In measuring the level of customer satisfaction using the Importance Performance Analysis method, it is necessary to measure it in terms of consumer expectations and performance provided by the company to its consumers.. Fig. 1 Conceptual Framework Source: Processed by Author International Journal of Management, Entrepreneurship, Social Science and Humanities (IJMESH), Vol. 3 (1), 16-23 Applying Importance Performance Analysis to Assess Customer Satisfaction: Mass Rapid Transportation in Indonesia Oktaveana Sugiarti Tjitrohartoko, Trisha Gilang Saraswati ISSN 2580-0981 (online) │ 19 METHODOLOGY This study uses a quantitative research approach with a type of descriptive research. The scale design used in this study is an ordinal scale. And the scale of the instrument used is a Likert scale with four answer scales and not to use neutral answer choices. The population in this study are the customers of Mass Rapid Transportation in Indonesia whose numbers are not known with certainty, so the sampling Technique used in this study is Non-Probability Sampling with Purposive Sampling. The data collected through interviews, questionnaires, and observation. And the data analysis in this study are Descriptive Analysis and Importance Performance Analysis. RESULT AND DISCUSSION Descriptive Analysis of Price Fig. 2 Continuum Line of Price Source: Data that has been Processed, 2019 Figure 2 shows that the price obtained a percentage of 79.5% in reality and included in the Good category. While 78.9% in expectation and included in Good category. Descriptive Analysis of Service Quality Fig. 3 Continuum Line of Service Quality Source: Data that has been Processed, 2019 Figure 4.2 shows that service quality is in "Good" category with a percentage of 75.0% in reality. While 81.3% in expectation and included in the "Good" category.. International Journal of Management, Entrepreneurship, Social Science and Humanities (IJMESH), Vol. 3 (1), 16-23 Applying Importance Performance Analysis to Assess Customer Satisfaction: Mass Rapid Transportation in Indonesia Oktaveana Sugiarti Tjitrohartoko, Trisha Gilang Saraswati ISSN 2580-0981 (online) 20 │ Descriptive Analysis of Product Quality Fig. 4 Continuum Line of Product Quality Source: Data that has been Processed, 2019 Figure 4 shows that product quality is in the "Very Good" category with a percentage of 82.5% in reality. While 81.8% in expectation and included in the "Good" category Descriptive Analysis of Emotional Factor Fig. 5 Continuum Line of Emotional Factor Source: Data that has been Processed, 2019 Figure 5 shows that emotional factors obtained a percentage of 78.4% in reality and included in the "Good" category. While 78.9% in Expectation and included in the "Good" category Descriptive Analysis of Easiness Fig. 6 Continuum Line of Easiness Source: Data that has been Processed, 2019 Figure 6 shows that easiness is in "Good" category with a percentage of 72.6% in reality. While 77.9% in expectation and included in the "Good" category. International Journal of Management, Entrepreneurship, Social Science and Humanities (IJMESH), Vol. 3 (1), 16-23 Applying Importance Performance Analysis to Assess Customer Satisfaction: Mass Rapid Transportation in Indonesia Oktaveana Sugiarti Tjitrohartoko, Trisha Gilang Saraswati ISSN 2580-0981 (online) │ 21 Importance of Performance Analysis Fig. 7 The Cartesian Diagram Source: Data that has been Processed, 2019 Figure 7 shows the Cartesian diagram which divided into 4 (four) quadrants, i.e. Quadrant A contain attributes that are considered to affect customer satisfaction and are considered very important, but the company has not been able to carry out customer desires, Quadrant B contains attributes that have been successfully implemented by the company, therefore it must be maintained, considered very important to satisfy customers, Quadrant C contain attributes that are considered less important and less satisfying to customers, and Quadrant D contain attributes that a satisfactory variable, but its implementation is too excessive and is considered less important by customers. CONCLUSION Based on the analysis and results of data processing that has been done by the author regarding customer satisfaction analysis using the Importance Performance Analysis (IPA) method on Mass Rapid Transportation in Indonesia can be concluded which is expected to provide answers to problem statements. The conclusions of this study are as follows: Based on the reality of customer satisfaction on products/services provided by Mass Rapid Transportation in Indonesia as measured by descriptive analysis as a whole is in the “Good” category which has a percentage score of 77.6%. Through descriptive analysis of the expectations that have been carried out as a whole are in the “Good” category which has a percentage score of 79.7%. Based on Importance Performance Analysis, the attributes on quadrant A that are considered to affect customer satisfaction and are considered very important, but the company has not been able to carry out customer’s desires. The main limitations of this study are that it was based on the transportation industry especially mass rapid transportation and that purposive sampling was used, however, its methodology and results are valid for the variances transportation industry and provide a solid basis for future research International Journal of Management, Entrepreneurship, Social Science and Humanities (IJMESH), Vol. 3 (1), 16-23 Applying Importance Performance Analysis to Assess Customer Satisfaction: Mass Rapid Transportation in Indonesia Oktaveana Sugiarti Tjitrohartoko, Trisha Gilang Saraswati ISSN 2580-0981 (online) 22 │ ACKNOWLEDGEMENT Praise and deep gratitude to Allah SWT for the abundance of grace and guidance that has been given to the author that made this thesis until its full completion. Shalawat and greetings may always be devoted to the Prophet Muhammad SAW who has guided us from the darkness to clear light. The author of this thesis would like to give my highest appreciation to: Mrs. Trisha Gilang Saraswati, S.E., M.S.M as my guardian and kind-hearted supervisor for the contribution, support, attention guidance, and provided advice; My beloved parents for the endless support, infinite pray and always by my side through storm and obstacle; My Special One, Ahmad Wildan for always there through thick and thin, listens to every complaint and giving advice and motivation; and all members of RENTAL for the kindest support and be there through the ups and downs. May Allah SWT always bless those mentioned above. May all their sacrifices become their merciful deeds and help them gain success in this world and the hereafter. This article is still far from perfection, both in writing techniques and grammar. Hence why the author is looking forward to suggestions and criticisms that can help boosts future improvements. May this article be useful to not only the author but the general public as well. REFERENCES Alma, B. (2015). Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta. Aryani, D and Rosinta, F. (2010). Pengaruh Kualitas Layanan terhadap Kepuasan Pelanggan dalam Membentuk Loyalitas Pelanggan. (Vol. 17, No.2). Jurnal Ilmu Administrasi dan Organisasi. Atiyah, L, A. (2017). Impact of Service Quality on Customer Satisfaction. Australian Journal of Basic and Applied Science. Daryanto, & Setyobudi, I. (2014): Konsumen dan pelayanan prima. Yogyakarta: Gava Media Febiyansi, C. (2019). Analisis Kepuasan Pelanggan dengan Metode Importance Performance Analysis (IPA) Studi Kasus Pada PT. Gumbira Wana Indonesia Bandung Herlambang, S. (2014). Basic Marketing (Dasar-Dasar Pemasaran). Yogyakarta: Gosyen Publishing. Irawan, H. (2003). 10 Prinsip Kepuasan Pelanggan. Jakarta: Elex Media Komputindo. Izadi, A., Jahani, Y., Rafiei, S., Masoud, A., and Vail, L. (2017). Evaluating Health Service Quality: Using Importance Performance Analysis. (Vol.30, No.7). International Journal of Health Care Quality Assurance. Kotler, P, and Armstrong, G. (2014): Principle of Marketing, 15th edition. New Jersey: Pearson Prentice Hall. Kotler, P and Keller, K, L. (2016). Marketing Management, 15th edition. New Jersey: Pearson Prentice Hall, Inc. Liu, P., and Tse, E, C, Y. (2018). Exploring Factors on Customers’ Restaurant Choice: An Analysis of Restaurant Attributes. British Food Journal. Lupiyoadi, R. (2016). Manajemen Pemasaran Jasa. Salemba Empat. Jakarta. Mardiana, I. (2017). Analisis Kepuasan Pelanggan Berdasarkan Dimensi Servqual Menggunakan Metode Importance Performance Analysis (Studi Pada IndiHome Witel Bandung) Tahun 2019. Maria, M and Anshori, M, Y. (2013). Jurnal Pengaruh Kualitas Produk dan Kualitas Layanan Terhadap Kepuasan Konsumen King Cake. Jurnal Manjemen Teori dan Terapan. International Journal of Management, Entrepreneurship, Social Science and Humanities (IJMESH), Vol. 3 (1), 16-23 Applying Importance Performance Analysis to Assess Customer Satisfaction: Mass Rapid Transportation in Indonesia Oktaveana Sugiarti Tjitrohartoko, Trisha Gilang Saraswati ISSN 2580-0981 (online) │ 23 Musa, R., Pallister, J., Robson, M., and Daud, N, M. (2010). Application of Importance Performance Analysis (IPA) to Formulate Customer Satisfaction Strategies in The Direct Sales Industry in Malaysia. (Vol.11, No.5). Business Strategy Series. Pambudi, F, N. (2017). Analisis Customer Satisfaction Layanan IndiHome Triple Play Kota Bandung Berdasarkan Service Recovery Menggunakan Metode Customer Satisfaction Index (CSI) dan Importance Performance Analysis (IPA). Panjaitan, J, E and Yuliati, A, L, (2016). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada JNE Cabang Bandung. (Vol.11, No.2). DeReMa Jurnal Manajemen. Priansa, D, J. (2017). Perilaku Konsumen dalam Bisnis Kontemporer. Bandung: Alfabeta. Rahmadhani, F, E. (2017). Analisis Kepuasan Pelanggan Berdasarkan Kualitas Pelayanan Dengan Menggunakan Metode Importance Performance Analysis. Sinagabariang, D, J, B. (2017). Analisis Kepuasan Pelanggan Tokopedia Berdasarkan Webqual 4.0 Menggunakan Metode Customer Satisfaction Index dan Importance Performance Analysis. Sudaryono. (2016). Manajemen Pemasaran: Teori dan Implementasi. Banten: Andi. Sugiyono. (2018). Metode Penelitian Kuantitatif. Bandung: Alfabeta. Sunarti, D, A, A. (2017). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Konsumen. (Vol.51). Jurnal Administrasi Bisnis. Susantoro,B & Parikesit,D. (2004). 1-2-3 Langkah: Langkah Kecil yang Kita Lakukan Menuju Transportasi yang Berkelanjutan.Majalah Transportasi Indonesia. (Vol.1). Jakarta. Tjiptono, F. (2014). Pemasaran Jasa (Prinsip, Penerapan, Penelitian). Yogyakarta: Andi. Tjiptono, F and Chandra, G. (2016). Service, Quality & satisfaction. Yogyakarta: Andi. Tontini, G., and Jaime Picolo, J, D. (2013). Identifying the Impact of Incremental Innovations on Costumers Satisfaction Using a Fusion Method between Importance Performance Analysis and Kano Mode. (Vol. 31, No.1) International Journal of Quality & Reliability Management. Yasa, K, A, S dan Ardani, I, G, A, K, S. (2014). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Konsumen.