Volume 6, Issue 8, August – 2021 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165

The Effect of Service Quality, Advertising and Price

on Customer Value and Its Implications on Customer
Loyalty of Jabodetabek Commuter Train
Mawardi Janitra
t Master of Management Student , Mercu Buana University, Indonesia

Dr. Aldina, S.E., M.Si Dudi Permana, Ph.D

Lecturer, Mercu Buana University, Indonesia Lecturer, Mercu Buana University, Indonesia

Abstract:- This study aims to determine and explain the subsidiary of PT Kereta Api Indonesia (PTKAI). KRL has
effect of service quality, advertising, and price been operating in Jakarta since 1976. Users of KCI
preception on customer value and its implications for transportation services in Jabodetabek continue to increase
customer loyalty to users of Jabodetabek Commuter in the last 5 years. From 2015 to 2019 there was an increase
train transportation services. The data collection method in user volume to 79,631,991 users. To support the increase
was carried out by distributing questionnaires to 120 in users, In December 2019, KCI already has 1,100 krl units,
respondents who were users of the Jabodetabek and will continue to grow. Throughout 2019, KCI has added
Commuter Train using the probability sampling method. a fleet of 168 units. KCI-operated Commuter Line trains
Processing data to analyze in this study using the PLS currently serve 80 stations throughout Jabodetabek, Banten
analysis method, SmartPLS. The results showed that: (1) and Cikarang with a route range of 418.5 km.
Service quality has a positive and significant effect on
customer value (2) Advertising has a positive and
Years Number of Users
significant effect on customer value (3) Price preception
(Millions)
has a positive and significant effect on customer value (4)
Customer value has a positive and significant effect on 2010 124.308
customer value. customer loyalty (5) Customer value can
mediate the effect of service quality on customer loyalty 2011 121.105
positively and significantly (6) Customer loyalty can
mediate the effect of advertising on customer loyalty (7) 2012 134.088
Customer value can mediate the effect of price
preception on customer loyalty. 2013 158.483

Keywords:- Customer Loyalty, Customer Value. 2014 208.496

I. INTRODUCTION 2015 257.531

The development of transportation in the capital city of 2016 280.586

Jakarta became more vibrant with the presence of Electric
Railways (KRL), Mass Rapid Transit (MRT) and Light Rail 2017 315.853
Transit (LRT). Rail transportation in Indonesia generally
and Jakarta in particular has a long history. The 2018 336.714
development of capitalism in the 19th century in the
Netherlands also influenced its colonies. In the Jakarta area 2019 336.162
the development of railways began in the era of the Dutch Table 1 : Number of Passengers krl Jabodetabek (Year
East Indies Government, the Dutch East Indies Government 2010-2019)
decided to build a railway line between Buitenzorg to
Batavia in 1869 - 1873. The railway construction work was Now this mode of transportation has carried an
entrusted to the private company Nederlansche-indische average of more than seven hundred thousand passengers
spoorweg Maatschappl (NISM). Establishment of private per day and is targeted in 2019 as many as 1.2 million
companies. passengers. Jabodetabek Commuter Line passenger increase
averages 13.8 percent per year (Nazwirman & Hulmansyah,
Currently, Jabodetabek Commuter Train (also known 2017). In 2019, KCI is increasingly campaigning for the use
as KRL Commuter Line, formerly known as JABOTABEK of Multi Trip Card for Commuter line service users and as
TRAIN) is an electric railway operated by PT Kereta Api of August 1, 2019, 5 stations namely Universitas Indonesia
Indonesia (KAI) Commuter Jabodetabek, which is a Station (UI), Sudirman Station, Cikini Station, Palmerah

IJISRT21AUG468 www.ijisrt.com 330

Volume 6, Issue 8, August – 2021 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
Station, and Taman Kota Station can no longer use Jaminan 2.Refer the company's products to others. Because
Daily Ticket (THB) and only accept transactions using Multi customers are very satisfied with the products that have been
Trip Card and bank card. offered by the company.
3.Shows immunity from the attractiveness of similar
In the results of a pre-survey conducted by researchers products from competitors
on 30 passengers Commuter Line Jabodetabek showed the
results that the quality of service becomes the first c) Service Quality (Kualitas Layanan)
consideration, customer loyalty becomes the second According to Tjiptono & Chandra (2011, p.164),
consideration, the value of the customer becomes the third which states that the concept of quality is considered as a
consideration, the price and advertising become not so great measure of perfection of a product or service consisting of
considerations. The main consideration of consumers in design quality and conformance quality. Gonroos in
using Jabodetabek Commuter Line is the services provided Suratno, et al (2016) argue that the total quality of a service
consisting of tangible, emphaty, reliability, consists of three main components, namely:
responsiveness,and assurance provided to consumers. The 1.Tecnical Quality, which is a component related to the
high increase in rail service users is also offset by the quality of service output received by customers.
development of quality provided 2.Functional Quality, which is a component related to the
quality of the way a service is delivered.
II. LITERATURE 3.Corporate Image, namely profile, reputation, general
image and special attractiveness of a company.
a) Consumer Behavior
According to Kotler & Keller (2009, p.166) Consumer d) Advertising
behavior is a study of how individuals, groups, and According to Kotler & Keller (2009, p.538)
organizations choose, buy, use and how goods and services, advertising is any form of non-personal paid presentation,
ideas, or experiences to satisfy their needs and desires. Here promotion of ideas, goods, or services by an identified
are the factors that affect consumer behavior: sponsor. Advertising is an effective way to spread the
message, and to build brand preferences. advertising
1.Cultural Factors objectives may be classified as follows:
Cultural factors are the most widespread and profound
influence on consumer behavior. Cultural factors consist of 1.Informative advertising
several sub-factors, among others, sub-cultural and social That is the goal that requires a large investment in the
class growth stage of the product category, where the goal is to
build primary demand, create brand awareness, knowledge
2.Social factors about new products, or new features that exist in the
In addition to cultural factors, a consumer's behavior is product.
influenced by social factors. Social factors consist of several
sub-factors such as the reference group, family as well as 2.Persuasive advertising
roles and status. That is the goal that becomes important in the
competitive stage, where the goal is to build selective
3.Personal Factors demand for a particular brand, create brand preferences,
Personal factors are factors that contribute to consumer preferences, beliefs in the purchase of products or services.
behavior. Personal factors consist of several sub-factors, Some persuasive ads use a comparative form of advertising.
among others, age and stage of life cycle, occupation and
economic circumstances, personality and lifestyle. 3.Reminder advertising
That is a goal that is often and very important to be
4.Psychological Factors used on products that exist at the maturity level and aims to
Psychological factors are factors of one's purchase stimulate the repurchase of products or services.
choices that are influenced by motivation, perception,
learning and memory. 4.Reinforcement advertising
That is aimed at convincing current purchases that they
b) Customer Loyalty (Loyalitas Pelanggan) are making the right choice.
According to Hermawan quoted by Hurriyanti (2010,
p.126) loyalty is a manifestation of the fundamental human e) Price Perception (Persepsi Harga)
need to have, support, gain a sense of security and build The definition of price according to Kotler &
attachment and create emotional attachment. Loyal Armstrong (2015, p.312) price is: "The amount of money
customers are an important asset for the company, loyal charged for a ptoduct or service, the sum of the values that
customers have the following characteristics (Hurriyati, customers exchange for the benefit of having or using the
2010, p.130): product or service". According to Tjiptono (2016, p.218)
1.Make purchases regularly. Customers always buy products mentions that price is the only element of the marketing mix
that have been offered by the company. that brings income or revenue for the company.

IJISRT21AUG468 www.ijisrt.com 331

Volume 6, Issue 8, August – 2021 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
Price can be influenced by several indicators, in the VI. DATA ANALYSIS METHODS
study of Daniel Cardia, et al (2019), indicators used to
measure prices consist of four indicators, namely: a) Descriptive Analysis
1.Affordability of prices Descriptive statistics used consist of Validity Test and
2.Price conformity with product quality Reliability Test
3.Price competitiveness
4.Price conformity with benefits b) PLS (Partial Least Square)
The test that must be done is by Designing
f) Customer Value (Nilai Pelanggan) Measurement Model (Outer Model) and Designing
Kotler & Keller (2009, p.25) revealed that a company Structural Model (Inner Model)
successfully offers products or services to customers if it is
able to provide value and satisfaction. VII. RESEARCH RESULTS

According to Sweeney & Soutar (2001) quoted by A total of 115 respondents covered gender, age,
Steviani & Semuel (2015), the dimension of value consists occupation, and frequency of use of Jabodetabek Commuter
of 4 namely: Line services.
1.Emotional value, utility derived from feelings or affective
/ positive emotions resulting from consuming products 60% of them are male and the remaining 40% of
2.Social value, utility obtained from the establishment of respondents are female. 29% of them are aged between 26-
products to improve the concept of consumer social self. 35 years, then there are as many as 28% of 18-25 year olds,
3.Quality/performance value, utility obtained from products and there are 21% of 36-45 year olds, while the remaining
due to reduction of short-term and long-term costs. 21% of respondents are over 46 years old. 47% of them have
4.Price/value of maney, utility obtained from perception of self-employed jobs, then there are as many as 37% of
expected performance of products or services. private workers, and there are 9% of students, while the
remaining 4% and 3% of respondents are housewives and
In Tinik Sugiati's research, et al.. (2013) customer civil servants.
value is measured using five indicators, namely:
1.Functional value Of the 130 respondents, 50% of them are respondents
2.Emotional value who use commuter line 4-6 times a week, then there are as
3.Social value many as 26% using 1-3 times a week, and there are 16%
4.Customer service value using 7-10 times a week, while the remaining 8% of
5.Price fairness respondents use commuter line more than 10 times a week.

III. HYPOTHESIS a) Outer Model Test

The following is the SmartPLS Output path diagram:
H1: Service quality affects customer value
H2: Advertising affects customer value
H3: Price perception affects customer value
H4: Customer value affects customer loyalty

IV. RESEARCH METHODS

This research uses quantitative research approach.

This type of research uses quantitative method with survey
research. The research will be conducted in Jabodetabek
Commuter Train. Data analysis method used is quantitative
method using PLS analysis method (Partial Least Square)
with SmartPLS software.

The object of the research is all customers who buy to

ride the Jabodetabek Commuter Train. The data collection
techniques used in this study were to use questionnaires and
documentation

V. POPULATION AND SAMPLES

The population in this research is all customers of

Jabodetabek Commuter Train. For the type used is Figure 1 : Structural Equation Model
purposive sampling. in this study the number of samples
used is 23 (indicator) x 5 (parameters) = 115 samples.

IJISRT21AUG468 www.ijisrt.com 332

Volume 6, Issue 8, August – 2021 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
b) Convergent Validity (1) value 0.632 for Variable Y (customer value), canbe
The results of the convergent validity test in PLS with interpreted by X1 (service quality), X2 (advertising)and X3
reflective indicators are significant, since the loading factor (price perception)then can explain Y (customervalue)of
of all indicators on the research variable is more than 0.7. In 63.20%;
addition, it can also be seen the validity of convergence (2) Value 0.386 for Variable Z (customer loyalty), can be
based on variance extracted (AVE) values as follows: interpreted by X1 (service quality), X2 (advertising)and X3
(priceperception) then can explainZ (customerloyalty)by
√𝑨𝑽𝑬 > Latent 38.60%.
№. Variable Ave variable
correlation T T
1 Service Quality 0.652 0.807 Statistics Ta
Original
2 Advertising 0.756 0.869 (| ble
Sample (O)
3 Price O/STDEV
0.633 0.796 |)
Perception
4 Customer Value 0.622 0.789 Advertising -> Customer
0.377 3.888
5 Customer Value_
0.732 0.856 Customer Value_ ->
Loyalty 0.621 9.663
Table 2 : Average Variance Extracted (AVE) Customer Loyalty
Price Perception ->
0.297 3.368
The ave root value above indicates because Customer Value_
Service Quality ->
0.233 3.300
value√𝐴𝑉𝐸 on all research variables is greater than latent Customer Value_
variable correlation Table 5 : Total Effects

c) Composite Reliability a. The influence between X1 (service quality) on Y

Constructs are declared reliable if they have a (customer value) is significant with T-statistics of 3,300
composite reliability value above 0.70 and cronbach's (>1.96), and the original sample estimate value is positive
alpha above 0.60. which is 0.233, then the direction of the relationship
between X1 (service quality) (X1) to Y (customer value) is
positive. Due to thitung>ttabel, and the value of P Value
Composite Cronbach
Variable (0.000) < 0.05 then Ho was rejected and Ha accepted. This
Reliability Alpha
means that service quality has a positive and significant
Service effect on customer value of 23.30% in PT. KAI Commuter
0.903 0.914
Quality Jabodetabek.
Advertising 0.938 0.878 b. The relationship between X2 (advertising) and Y
Price (customer value) is significant with T-statistics of 3,888
0.873 0.846
Perception (>1.96), and the original sample estimate value is positive
Customer which is 0.377, then the direction of the relationship
0.891 0.806
Value_ between X2 (advertising) to Y (customer value) is positive.
Customer Due to thitung>ttabel, and the value of P Value (0.000) <
0.916 0.876
Loyalty 0.05 then Ho was rejected and Ha accepted. This means that
Table 3 : Composite Reliability advertising has a positive and significant effect on customer
value of 37.70% in PT. KAI Commuter Jabodetabek.
d) R-square c. The relationship between X3 (price perception) and Y
The value of R-square > 0 indicates the model has (customer value) is significant with T-statistics of 3,368
predictive relevance otherwise if the Q-square value ≤ 0 (>1.96), and the original sample estimate value is positive
indicates the model lacks predictive relevance. which is 0.297 then the direction of the relationship between
X3 (price perception) with Y (customer value) is positive.
R Square Due to thitung>ttabel, and the value of P Value (0.000) <
R Square 0.05 then Ho was rejected and Ha accepted. This means that
Adjusted
Customer price perception has a positive and significant effect on
0.386 0.381 customer value of 37.70% in PT. KAI Commuter
Loyalty
Customer Jabodetabek.
0.632 0.622 d. The relationship between Y (customer value) and Z
Value_
Table 4 : R-square (customer loyalty) is significant with T-statistics of 9,663
(>1.96), and the original sample estimate value is positive.
Due to thitung>ttabel, and the value of P Value (0.000) <
0.05 then Ho was rejected and Ha accepted. This means that
price perception has a positive and significant effect on
customer loyalty of 32.10% in PT. KAI Commuter
Jabodetabek.

IJISRT21AUG468 www.ijisrt.com 333

Volume 6, Issue 8, August – 2021 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
Original Sample Standard
T Statistics (| P
Sample Mean Deviation
O/STDEV|) Values
(O) (M) (STDEV)
Price Perception -> Customer Value_ -> Customer Loyalty 0.184 0.190 0.064 2.894 0.004
Advertising -> Customer Value_ -> Customer Loyalty 0.234 0.231 0.053 4.384 0.000
Service Quality -> Customer Value_ -> Customer Loyalty 0.145 0.151 0.048 3.037 0.003
Table 6 : Indirect Influence Between Independent Variables and Dependent Variables Through Mediation Variables

(1)Indirect influence of X1 (service quality) on Z (customer income levels. Thus, the quality of service becomes the
loyalty) has a T-statistical value (2,894) > t table (1.96) main factor in the selection of public transportation services
which means that X1 (service quality) mediates in full (fully used by the public, especially during working hours. Suratno
mediating) the influence between service quality and & Astrid research results, (2016) showed that the quality of
customer loyalty. Thus, the 5th hypothesis (H5) is accepted; service has a significant effect on customer value. That is,
(2) The indirect influence of X2 (advertising) on Z the quality of service is able to explain the variation of
(customer loyalty) has a T-statistical value (4,384) > t table customer value changes in performing services. Therefore,
(1.96) which means that X2 (advertising) mediates fully to achieve high customer value, the company needs to
mediating the influence between service quality and provide better quality customer service than its competitors
customer loyalty. the 6th hypothesis (H6) is accepted; (Suhendra & Yulianto, 2017).
(3) The indirect influence of X3 (price perception) on Z
(customer loyalty) has a T-statistical value (3,037) > t table  The influence of Advertising affects customer value
(1.96) which means that X3 (price perception) mediates Based on the results of the PLS test showed that the
fully mediating the influence between service quality and calculated t value obtained was 3,544 where the value was
customer loyalty. Thus, the 7th hypothesis (H7) is accepted; greater than 1.96 with a correlation coefficient value of
0.297. That is, advertising affects customer value. These
VIII. DISCUSSION results show that advertising is one of the factors that
contribute to the provision of information to customers. On
This research was conducted using quantitative the promotion side, PT KCI cooperates with other
method using PLS (Partial Least Square) analysis method companies such as LinkAja application to provide
with SmartPLS software. The object of the study was convenience for users in making travel ticket payments, then
customers who bought a ride on the Jabodetabek Commuter reduce the cost of purchasing Multi Trip Card (KMT) which
Train as many as 115 customers. While independent was originally Rp 50,000 to Rp 30,000 with an initial
variables or free variables are Service Quality, Advertising, balance of Rp 10,000 in the card, issue a thematic type of
and Price Perception, while dependent variables or bound KMT so that users are more interested in buying KMT, and
variables are Customer Value and Customer Loyalty. Of the create socialization campaigns related to KMT that are aired
115 respondents, 60% were male, with vulnerable aged on PT KCI Social Media. Although the strategy has not
between 18-35 years old having jobs as self-employed and shown the results resulting from the presence of the Covid-
private employees and using commuter line services 4-6 19 pandemic that disrupts all business strategy planning.
times a week.
The results of this study are supported by the results of
 The influence of Service quality affects customer research Cengiz, et al., (2007) revealed that perceived value,
value customer complaints, customer loyalty and customer
Based on the results of the PLS test showed that the satisfaction are influenced by advertising efficiency
calculated t value obtained was 3,318 where the value was positively and indirectly.
greater than 1.96 with a correlation coefficient value of
0.233. That is, service quality affects customer value. The Price perception influences customer value
results show that the quality of service is taken into account Based on the results of the PLS test showed that the
by users of jabodetabek Commuter Line train services. calculated t value obtained is 4,249 where the value is
Currently to support the increase in users, KCI began the greater than 1.96 with a correlation coefficient value of
modernization of KRL transportation in 2011 by simplifying 0.377. That is, price perception affects customer value. This
existing routes into five main routes, the abolition of the result shows that the price perceived by the people who use
express KRL, the application of women-only trains, and the services of KACommuter Liner Jabodetabek has an
changing the name of the air-conditioned economy KRL to influence on the value of users of the service. The change in
Commuter Line trains. the price of the Commuter Line train is an improvement of
the service facilities of the Commuter Line train. Currently,
The quality of service is one of the important people who want to use KCI services can choose 2 types of
strategies. The results of this study are supported by research tickets, namely THB (Guaranteed Daily Ticket) and KMT
conducted by Black, (1995) and Setiawan, (2005) in (Multi Trip Card). THB or commonly referred to as one-way
Nazwirman & Hulmansyah (2017) which states that there ticket is a substitute for Single Trip Daily Ticket for one trip
are several indicators related to the characteristics of and can be reused for the purchase of the next route. While
commuter train users, including travel destinations, travel KMT is a type of ticket that can be used for an unlimited
times, station locations, departure/arrival schedules, and number of trips, depending on the balance held in the card

IJISRT21AUG468 www.ijisrt.com 334

Volume 6, Issue 8, August – 2021 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
and can be recharged through the top up machine available customer value can be created by the quality of a product or
at all KCI stations. The existence of this KMT, there is an service in creating customer loyalty.
increase in sales of Multi Trip Cards up to 500% based on
the description of the President Director of PT KCI Wiwik  The influence of Customer value mediates the
Widayanti, which is contained in the mediaindonesia.com. influence of advertising on customer loyalty
Based on the results of calculations through SEM PLS,
The results of this study are supported by the research it can be seen that costumer value can mediate the influence
of Razak, et al., (2016) which revealed that there is a high of advertising on service loyalty, it can be seen that t hiung
correlation between price and customer value, if the price is greater than t table. So it can be explained that the better
increase is competitive, it will create an increase in customer advertising a product will be able to create higher customer
value. There are similarities in Hanzaee & Yard's research loyalty by going through customer value
(2010) in Razak, et al., (2016) which proves that prices have
a positive effect on customer value. This means that the So in this research the role of customer value in
quality of the product corresponds to the standard toothpaste mediating advertising to create customer loyalty is
product as oroduktus along with a reasonable price capable indispensable it can be revealed in zegarra research, et al
of creating functional value on the product. Harald (2017) in (2020) that the influence between advertising on the value
Cardia, et al (2019) stated that customers will be loyal if the felt by customers, further superior value will create
company sets a product price comparable to the value of customer loyalty as revealed by Rachmatiko, et al (2018)
benefits provided to customers. that customer value positively affects loyalty.

 The effect ofCustomer value affects customer loyalty  The influence of Customer value mediates the
Based on the results of the PLS test showed that the influence of price perception on customer loyalty
calculated t value obtained was 9,883 where the value is Based on the results of calculations through SEM PLS,
greater than 1.96 with a correlation coefficient value of it can be seen that costumer value can mediate the influence
0.621. That is, customer value affects customer loyalty. The of price perception on service loyalty, it can be seen that t
results of this study show that the value felt by passengers hiung is greater than t table. So it can be explained that the
has a considerable influence on passenger loyalty. With better the price perception of a product will be able to create
facilities and prices that suit customers, customers will often higher customer loyalty by going through customer value.
use commuter line services, where commuter line users have
various destinations. The purpose of travel for KRL-CL So in this research the role of value is now important
users is to go to school, work, trade, travel, do business, to be able to increase customer loyalty built with the price
travel, transit to other destinations and do other activities. perception of its customers. As revealed by Firatmadi (2017)
From this goal, about 50% of KRL-CL users are workers that there is an influence of price perception on satisfaction
and followed by the school goal of 25% (Siahaan, 2013). that will later have an impact on customer loyalty in this
The results of this study are idiosyncratic by empirical case customer satisfaction that becomes mediation. But in
results conducted by Eid; Ganguli & Roy; Sohibah, this study will reveal the variable customer value that will be
Mohammad, Salim, & Ismail; Tabassum, Zafar, Ali, Alam, the mediation variable between price perception and
& Ali;, Al-Hawari & Mouakket; & Wu & Liu can be customer loyalty.
concluded that customer value has a positive and significant
effect on customer loyalty (Jefry Romdonny, et al., 2018). IX. CONCLUSION
Steviani & Semuel (2015) said bhawa Customer value has a
positive and significant relationship to customer loyalty. To Based on the results of research and discussion, it can
maintain customer loyalty, there is a value fulfilled in the be drawn some conclusions as follows:
customer to buy and consume the product or service, 1. Service quality affects customer value, this illustrates
because in the decision making of the purchase, customer that the quality of service is taken into account by users
value is one of the things that the customer considers of jabodetabek Commuter Line train services.
(Sugiati, et al., 2013). 2. Advertising affects customer value, this illustrates that
advertising as a promotional media is one of the factors
 The influence of Customer value mediates the that contribute to the provision of information to
influence of service quality on customer loyalty customers in providing information convenience for
Based on the results of calculations through SEM PLS, users when making travel ticket payments.
it can be seen that costumer value can mediate the effect of 3. Price perception affects customer value, this illustrates
service quality on service loyalty, it can be seen that t hiung that the price perceived by the public who use the
is greater than t table. So it can be explained that the better services of KACommuter Liner Jabodetabek has an
service quality of a product will be able to create higher influence on the value of users of the service.
customer loyalty through customer value. 4. Customer value affects customer loyalty, this illustrates
that the value felt by passengers has a considerable
So in this research the role of value is now important influence on passenger loyalty. With facilities and prices
to be able to increase customer satisfaction that will later that suit customers, customers will often use commuter
make customers loyal, as Razak, et al (2016) that the role of line services, where commuter line users have various
destinations.

IJISRT21AUG468 www.ijisrt.com 335

Volume 6, Issue 8, August – 2021 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
5. Customervalue can mediate the influence of service [8]. Junardi, Ruly R., Abdulhadi, Siska,A., Viki A, & Zaqi
quality on customer loyalty, this illustrates that AZ. (2020). Perkembangan Transportasi Kereta Api Di
customervalue is able to contribute meaningfully to the Jakarta. Jurnal Pemikiran Pendidikan dan Penelitian
influence between service quality and customer loyalty. Kesejarahan, Vol. 7, No.1, April 2020, 40-48
6. Customervalue can mediate the influence of advertising [9]. Kline, R. B. (2011). Principles and Practice of
on customer loyalty, this illustrates that customervalue is Structural Equation Modeling (Third Edit). The
able to contribute meaningfully to the influence between Guilford Press.
advertising and customer loyalty. [10]. Kotler, P. & Kevin Lane Keller, (2012). Manajemen
7. Customervalue can mediate the influence of price Pemasaran Jilid I Edisi ke 12. Jakarta: Erlangga.
perception on customer loyalty, this illustrates that [11]. Kotler, P., & Gary Amstrong. (2012). Principles of
customervalue is a variable that is able to build a positive Marketing, 14th ed. London: Pearson Education
relationship between price perception and customer Limited.
loyalty. [12]. Kotler, P., & Garry Armstrong, (2008). Prinsip-prinsip
Pemasaran,Jilid 1. Jakarta: Erlangga.
X. ADVICE [13]. Kotler, P., & Gary Amstrong. (2014). Dasar-Dasar
Pemasaran. Jilid I, Alih Bahasa Alexander Sindoro
Some of the suggestions in this study are as follows: dan Benyamin Molan. Jakarta : Prenhalindo.
1. Commuter Line Jabodetabek train should continue to [14]. Kotler, P., & Gary Amstrong. (2015). Marketing an
provide the best service to its service users, especially in Introducing Pretiece Hall twelfth edition, England :
the krl ticket vending machine policy that still causes Pearson Education, Inc
queues almost every use. [15]. Kotler, P., & Kevin Lane Keller, (2007). Manajemen
2. Commuter Line Jabodetabek train should be more Pemasaran, Jilid I, Edisi Kedua belas, Jakarta: PT.
punctual according to the schedule of arrival and Indeks.
departure, so that it can be more trusted by many people, [16]. Kotler, P., & Kevin Lane Keller, 2009. Manajemen
especially the passengers. Pemasaran. Jakarta: Penerbit Erlangga.
3. It is expected that Jabodetabek Commuter Line train [17]. Lee, S., & Lawson- Body, Assion, (2011). Perceived
pays more attention to existing facilities in line with the Dynamic Princing. Journal Of Industrial Management
increasing price of train tickets. & Data System.
[18]. Nazwirman & Hulmansyah, (2017). Karakteristik
REFERRNCES Penumpang Pengguna Krl Commuter Line
Jabodetabek. Journal of Economics and Business
[1]. Anonim, 21 April 2020, Penurunan jumlah penumpang Aseanomics (JEBA) Volume 2 No. 1, Januari - Juni
KRL Commuter Line, diakses dari: 2017
https://www.antaranews.com/foto/1433932/penurunan [19]. Nurhayati, R. (2011). Pengaruh Kualitas Produk dan
-jumlah-penumpang-krl-commuter-line, diakses Harga Terhadap Loyalitas Pelanggan (Studi
tanggal 27 Agustus 2020. Mahasiswa Universitas Pembangunan Nasional
[2]. Cardia, Daniel INR., Santika, IW., & Ni Nyoman Rsi "Veteran" Yogyakarta Jurusan Ilmu Administrasi
Respati. (2019). Pengaruh Kualitas Produk, Harga, Bisnis Angkatan 2009 Pengguna Handphone Merek
Dan Promosi Terhadap Loyalitas Pelanggan. E-Jurnal Nokia). Jurnal Ilmu Administrasi Bisnis Fakultas Ilmu
Manajemen, Vol. 8, No. 11, 2019 : 6762-6781 Sosial dan Ilmu Politik Universitas Pembangunan
[3]. Cengiz, E., Ayyildiz, H., & Bünyamin ER. (2007). Nasional "Veteran" Yogyakarta , 1-26.
Effects Of Image And Advertising Efficiency On [20]. Peter, J Paul & Jerry C Olson. (2013). Perilaku
Customer Loyalty And Antecedents Of Loyalty: Konsumen dan Strategi Pemasaran Terjemahan oleh
Turkish Banks Sample. Banks and Bank System s / Diah Tantri Dwiandani Edisi Kesembilan Jilid 1.
Volum e 2, Issue 1 Jakarta: Erlangga.
[4]. Cockrill, A., & Goode, Mark M.H. (2010). Perceived [21]. Razak, Ismail. (2016). The Impact of Product Quality
Price And Price Decay In the DVD Marke. The and Price on Customer Satisfaction with the Mediator
Journal of Product And Brand Management. 19 (5). of Customer Value. Journal of Marketing and
[5]. Yulisetiarini, D., Indraningrat, K., & Hijriah, H. Consumer Research ISSN 2422-8451 An International
(2018). Pengaruh Nilai Pelanggan, Kualitas Layanan, Peer-reviewed Journal Vol.30
Harga Dan Kepercayaan Terhadap Loyalitas Melalui [22]. Reza Muhammad, 28 April 2020, Penurunan Jumlah
Kepuasan Penumpang Kereta Api Sri Tanjung Penumpang KRL, diakses dari:
Jemberyogyakarta PT. KAI DAOP IX Jember. https://www.beritasatu.com/muhammad-
Sinergitas Quadruple Helix: e-Business dan Fintech reza/photo/35625/penurunan-jumlah-penumpang-krl,
sebagai Daya Dorong Pertumbuhan Ekonomi Lokal diakses tanggal 27 Agustus 2020.
[6]. Ghozali, Imam. (2010). Aplikasi Analisis Multivariat [23]. Jefry, R., Juju, U., Jusuf, E., & Maskarto LNR. (2018).
dengan Program SPSS.Cetakan ke IV.Semarang The Factors That Affect Customer Value and Its
:Badan Penerbit Universitas Diponegoro. Impact on the Customer Loyalty
[7]. Hurriyati, Ratih, (2010). Bauran Pemasaran dan [24]. Sangadji, E.M., & Sopiah. (2013). Prilaku Konsumen:
Loyalitas Konsumen, Bandung : Alfabeta. Pendekatan Praktis Disertai:Himpunan Jurnal
Penelitian. Yogyakarta: Penerbit Andi.

IJISRT21AUG468 www.ijisrt.com 336

Volume 6, Issue 8, August – 2021 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
[25]. Santoso, S. (2010). Statistik Multivariat, Jakarta : PT
Gramedia.
[26]. Shimp, Terence A. (2010). Integrated Marketing
Communication in Advertising and Promotion, 8e.
South-Western: Cengage Learning.
[27]. Steviani, A., & Hatane Semuel. (2015). Pengaruh
Customer Value Terhadap Loyalitas Konsumen
Dengan Customer Satisfaction Sebagai Variabel
Intervening Terhadap Salon Shinjuku. Jurnal
Manajemen Pemasaran Petra Vol. 1, No. 1, (2015) 1-
11
[28]. Sugiati T., Thoyib, A., Hadiwidjoyo,D., & Margono
Setiawan. (2013). The Role of Customer Value on
Satisfaction and Loyalty (Study on Hypermart’s
Customers). International Journal of Business and
Management Invention ISSN (Online): 2319 – 8028,
Volume 2 Issue 6 June. 2013 PP.65-70
[29]. Sugiyono. (2017). Metode Penelitian Kuantitatif,
Kualitatif, dan R&D. Bandung : Alfabeta, CV.
[30]. Suhendra, G., & Edy Yulianto. (2017). Pengaruh
Kualitas Layanan Terhadap Nilai Pelanggan Dengan
Kepuasan Sebagai Variabel Mediator (Survei pada
Pelanggan Bukalapak.com). Jurnal Administrasi
Bisnis (JAB)|Vol. 51 No. 2 Oktober 2017
[31]. Suprapti. W. (2010). Perilaku Konsumen Pemahaman
Dasar Dan Aplikasinya Dalam Strategi Pemasaran.
Bali : Udayana University Press.
[32]. Suratno, M., & Astrid Puspaningrum. (2016).
Pengaruh Service Quality Terhadap Customer Value,
Trust Dan Loyalitas Pengguna Jasa PT. Jasa Raharja
(Persero) Jakarta. Jurnal Bisnis dan Manajemen Vol. 3
No.1
[33]. Bintarti, S. (2019). Nilai Kepuasan Pelanggan:
Kesesuaian Harga Dan Kualitas Pelayanan Yang
Dirasakan Konsumen, Jurnal Manajemen
Kewirausahaan Vol. 16 No. 01
[34]. Theofilus, S., & Ritzky Karina M.R. Brahmana.
(2015). Pengaruh Value Perception Terhadap
Consumer Loyalty Melalui Community Identification
Di Starbucks Surabaya. Jurnal Manajemen Pemasaran
Petra Vol. 1 No. 1, (2015) 1-6
[35]. Tjiptono, F., Chandra, G. & Andraiana. 2011.
Pemasaran Strategik, Yogayakarta.
[36]. Tjiptono, F. (2012). Strategi Pemasaran, ed. 3,
Yogyakarta : Andi.
[37]. Zegarra, M.M., Mafe, C. R dan Blas, S. S. (2020). The
Effects of Mobile Advertising Alerts and Perceived
Value on Continuance Intention for Branded Mobile
Apps. Sustainability, Vol 12, 6753.
www.mdpi.com/journal/sustainability

IJISRT21AUG468 www.ijisrt.com 337