Quest Journals Journal of Research in Business and Management Volume 10 ~ Issue 7 (2022) pp: 10-22 ISSN(Online):2347-3002 www.questjournals.org *Corresponding Author: Saiful Simanullang 10 | Page Research Paper Service Management of Bus Transjakarta DKI Jakarta Based on the Passenger Loyalty Saiful Simanullang-1a, Pancasila University, Jakarta, Indonesia, 1b, Prodi Magister Management STIE Muhammadiyah Jakarta Mohamad Syamsul Maarif-2a, Pancasila University, Jakarta, Indonesia, 2b, IPB University, Bogor, West Java, Email: Sri Widyastuti-3, Pancasila University, Jakarta, Indonesia, Widarto Rachbini-4, Pancasila University, Jakarta, Indonesia, Abstract: The sharing of views on the management of buses by Transjakarta DKI Jakarta is an interesting topic, because there is still space for improvement in the areas of management, particularly for the satisfaction and loyalty of the passengers. The purpose of this research is to elaborate on a study of the influence of service quality and sustainability on the satisfaction and loyalty of passengers, elaborate a study of the effect of satisfaction on loyalty on the service of Transjakarta, and strategies to improve Transjakarta’s services. To process data from 260 respondents, Structural Equation Modeling" (SEM) is used. SEM is able to estimate the relationship between multiple variables, so that more accurate test results can be obtained on the measurements that are slightly more complicated. The Analytical Hierarchy Process (AHP) is used as a tool to complete decision making to improve the Transjakarta services obtained from the opinions of 9 experts. Based on the SEM results of this research, it can be confirmed that the effects of the service quality variable on satisfaction, sustainability on satisfaction, service quality on loyalty, sustainability on loyalty, and satisfaction on loyalty are positively significant. The AHP result indicates the main factor of the policy with the main choice strategy in the areas of safety. Therefore, support by Transjakarta management is needed as the main actor. It is very important to review several policies in the context of efforts to improve the integrated services of Transjakarta. Keywords: Service management, strategy to increase, Transjakarta DKI Jakarta, Variable servqual, sustainability, satisfaction, loyalty Received 25 June, 2022; Revised 05 July, 2022; Accepted 07 July, 2022 © The author(s) 2022. Published with open access at www.questjournals.org I. Introduction: Many developing countries, including Indonesia (DKI Jakarta), have faced diverse challenges in urban public transport by bus, both in the dimensions of reliability, empathy, tangibility, assurance, and responsiveness. This is in line with the statement of Ngoc, A. M., Hung, K. V., & Tuan, (2017) that in developing countries, there are several areas of concern for public transport services, especially bus services, namely safety and reliability. Therefore, it’s extremely important, in addition to the motivation to reduce private car use, as stated by (Hair Jr, J. F., Matthews, L. M., Matthews, R. L., & Sarstedt, 2017). Impacts on the economy, social and environment will arise if improvements are not made because public transportation is one of the essential aspects of society in the community of a country. Well-organized and efficient transportation management is very useful for economic and industrial cycle activities as well as a means of moving between places in the community. This is reinforced by the statement from (Le-Klahn, D. T., Gerike, R.&Hall, 2014) that public transportation contributes to social, environmental, and economic benefits for the lives of all levels of society at large, especially in lower-middle-income economies. Transjakarta, which became the subject of research, was the first Bus Rapid Transit (BRT) transportation system in Southeast and South Asia and has been operating since 2004 in DKI Jakarta. Transjakarta was designed as a mode of mass transportation supporting the activities of people in the most congested capital in the world, with the longest track in the world (251.2 km) with 260 bus-shelters spread over 13 corridors. Transjakarta initially operated from 05.00 am - 22.00 pm, and now provides 24-hour service in several corridors. The BRT system is similar in design to the Trans-Mileno system in Bogota, Colombia.