PROMOTING BUS AS ALTERNATIVE TRANSPORT MODES IN THE CITY BASED FROM CUSTOMER VIEW
In order to solve transport problem in Pekanbaru city, Trans Metro as a mass public transit system (SAUM) in Pekanbaru has decided to encourage mode shifting among people. Purpose of this research is how to promote public transport based on customer's perspective, in this case, student commuters. Students has a freedom to choose what modes that used for commute. Importance-Performance analysis and Kano model was employed to know perception and expectation from students. Based on the IPA analysis, time service factor that contains punctuality, travel time, and waiting time is in lower perception. Then Kano model showed that waiting time for Trans Metro is most attractive parameters for Trans Metro. Thus, strategy in time service quality becomes most focused improvement of Trans Metro service to reach its purposes in the future, included encourage people to use them for primary modes in the city.