An Alternate Method to Evaluate Public Transportation Performance

The quality of public transportation performance is a factor that influences citizens' desire to use the public transportation system rather than using their private vehicles. The appropriate strategy carried out by public transportation service providers in synergy with the Transportation Office of Jombang Regency can give a great influence on community decision-making in choosing public transportation mode as the main choice in making movements. Mix Marketing consisting of 7P can be used to influence people's interest in using public transportation. The variables used are product price, place, promotion, people, packaging and process. This study uses Partial Least Square (PLS) as an analysis tool. PLS is one method to model Structural Equation Modeling (SEM). Based on the results of the analysis, the value that has the highest influence on the interest in using public transport is a Packaging variable (path coefficient = 0.317). where the most influential indicator is equipped with AC Facility (loading factor = 0,825). The second highest influence is in the Process (path coefficient = 0.294), where the best indicator in forming the Process variable is willing to shuttle to the destination (loading factor = 0,855). The third highest influence is found in the Promotion variable (path coefficient = 0.279) where the strongest indicator is get information online that public transportation currently has satisfactory performance and service. (loading factor = 0,816)