Model Evaluasi Strategi Komunikasi Penggunaan Angkutan Perintis Damri dengan Pendekatan Expectation-Confirmation Theory
DOI:
https://doi.org/10.47441/jkp.v20i2.458Keywords:
Expectation-Confirmation Theory, Angkutan Perintis DAMRI, Transportasi PublikAbstract
Penelitian ini mengkaji efektivitas dan kualitas layanan angkutan perintis DAMRI di Terminal Gambut Barakat melalui kerangka Expectation–Confirmation Theory (ECT). Dengan menggunakan pendekatan kualitatif, penelitian ini berupaya memahami proses komunikasi, konteks sosial, serta persepsi masyarakat terhadap layanan. Data dikumpulkan melalui wawancara, observasi, dan dokumentasi terhadap delapan informan yang terdiri dari pimpinan terminal, petugas, serta pengguna layanan. Analisis dilakukan melalui empat tahap: membaca ulang data, pencatatan awal secara semantik, pengembangan tema, dan penarikan hubungan antar tema, dengan validasi melalui kutipan wawancara dan literatur pendukung. Hasil penelitian menunjukkan bahwa ekspektasi masyarakat terhadap keterbukaan informasi, kenyamanan, frekuensi, dan jangkauan layanan belum terpenuhi, sehingga menimbulkan negative disconfirmation yang berdampak pada rendahnya kepuasan dan minat penggunaan layanan. Penelitian ini merekomendasikan peningkatan sosialisasi, perbaikan jadwal, perluasan rute, dan penguatan kolaborasi dengan pemerintah serta komunitas lokal untuk membangun kepercayaan dan meningkatkan penggunaan layanan angkutan perintis.
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