Pengaruh Inovasi Produk Dan Kualitas Pelayanan Dalam Persaingan PO Bus Mtrans Dan PO Bus Juragan 99 Trans Terhadap Minat Beli Konsumen Pada Tiket Bus Malang-Denpasar

Abstract

Abstract

Competition in the bus transportation industry encourages bus operators to continuously improve their competitiveness through product innovation and service quality to meet consumer needs and expectations. This study aims to analyze the influence of product innovation and service quality on consumers' purchase intention for bus tickets on the Malang–Denpasar route, focusing on PO Bus MTrans and PO Bus Juragan 99 Trans. This research employed a quantitative approach using an explanatory research design. The population consisted of members of the "Info Bus Jatim" WhatsApp Group. Data were collected through questionnaires using a Likert scale and analyzed using validity testing, reliability testing, classical assumption tests, multiple linear regression analysis, partial (t) tests, and the coefficient of determination with the assistance of SPSS software. The results indicate that product innovation has a positive and significant effect on consumers' purchase intention. Product innovation reflected in facility improvements, enhanced comfort, and service development successfully increases consumer interest in using bus transportation services. Furthermore, service quality also has a positive and significant effect on purchase intention. Friendly, responsive, timely, and reliable services supported by safe and comfortable buses create positive travel experiences and strengthen consumer confidence. The findings imply that continuous product innovation and high-quality service are essential strategies for improving competitiveness and sustaining customer loyalty in the increasingly competitive bus transportation industry.

Keywords: Product innovation, service quality, purchase intention, bus transportation.