SINERGI Vol. 23, No. 2, June 2019: 153-160 Accredited SINTA 2 by KEMENRISTEKDIKTI, Decree No: 10/E/KPT/2019 http://publikasi.mercubuana.ac.id/index.php/sinergi http://doi.org/10.22441/sinergi.2019.2.009 Y. Yosritzal et al., Identification of Factors in Influencing Passengers Satisfaction ... 153 IMPROVING PASSENGERS SATISFACTION OF “TRAVEL” CORRIDOR PADANG-PESISIR SELATAN USING IMPORTANCE - SATISFACTION ANALYSIS (ISA) Yosritzal Yosritzal, Seprino Hendra, Bayu Martanto Adji Department of Civil Engineering, Faculty of Engineering, Andalas University Jl. Universitas Andalas, Kota Padang, Sumatera Barat 25163, Indonesia Email: yosritzal@eng.unand.ac.id seprinohendra@gmail.com bayumartantoadji@ymail.com Abstract -- This study was motivated by the case of the disappearance of legal bus services due to their loss in competition with a kind of car services called “Travel” for the corridor of Padang - Pesisir Selatan, West Sumatera, Indonesia. Travel might not legal public transport services, and therefore, in this study is also called un-official public transportation. This study aims to determine the driving attributes for passenger’s satisfaction of un-official public transportation services and to figure out the service attributes that need to be improved according to passengers’ perceptions. Data was collected using random sampling with a total sample of 160 respondents and was analyzed using the Importance Satisfaction Analysis (ISA) method. Quadrant analysis of ISA revealed that the availability of music and air conditioner on-board is not so essential but resulting a higher satisfaction to passengers. Passengers are calling for an improvement of the services by consistently implementing the law against a driver who uses a mobile phone while driving or driving inconsiderately, and improving the courtesy and friendliness of the driver. Keywords: Un-official public transport service; Passenger perception; Importance-satisfaction Analysis (ISA) Copyright © 2019 Universitas Mercu Buana. All right reserved. Received: April 3, 2019 Revised: May 25, 2019 Accepted: May 28, 2019 INTRODUCTION Padang City is the capital of West Sumatera Province, and Pesisir Selatan Regency is one of a regency which shares a border with Padang City, and most of the regency areas are rural. Quantitatively, the potential of the population in these two regions experiences growth each year. The rapid growth and development of cities will require the people to interact with many parties and many places. This condition has an impact on the number of population movements between the two regions, namely urban and rural areas. Preliminary observations in the field found that at this time un-official public transportations have been becoming a backbone of public transportation for the corridor of Padang City - Pesisir Selatan Regency. This situation is happened because of the low competitiveness of official public transportation, namely the Intercity in the Province Bus (AKDP) so that the buses lost in the competition and disappeared from the corridor. The un-official public transportation is more favorable as it offers a shorter travel time and delivers passengers to the nearest destination location faster. The un-official public transportation in this study refers to a group of private cars but functioned as public transportation available for the public with a particular payable cost. People in the region call it "Travel." Fig. 1 shows two examples of the un-official public transportation observed in this study. Compared to AKDP Bus, the un-official public transportation is more favorable as it offers a shorter travel time and delivers passengers to the nearest destination location faster. The increasing number of un-official public transportation serving the corridor of Padang City - Pesisir Selatan Regency and the varying rates and diversity of services have resulted in a gap between the performance of un-official public transport services and passenger satisfaction. In terms of management functions, the certainty of information about the priority attributes to keep at a reasonable level is very important. Therefore, the method of determining these priorities must produce factors that have a significant influence on customer satisfaction (Yosritzal et al., 2014a). One of the techniques often used for determining the priority of transportation services is the Importance Satisfaction Analysis (ISA) method.