The Influence of Product Innovation, Service Quality, and Satisfaction on Passenger Preferences Mediated by Loyalty and Moderated by Land Transportation Policy Implementation

This study aims to examine the influence of product innovation, service quality, and customer satisfaction on passenger preferences, while incorporating the mediating role of loyalty and the moderating effect of land transportation policy implementation. The research adopts a qualitative approach using a literature review method, relying on secondary data collected from various reputable scientific journal databases, including Scopus, Springer, Sage, Elsevier, Emerald, Web of Science, EBSCO, Copernicus, as well as national journals indexed by SINTA. The analysis process involves systematic identification, selection, and synthesis of relevant literature to ensure comprehensive and reliable findings. The results reveal that product innovation, service quality, and satisfaction significantly influence customer loyalty, which in turn affects passenger preferences. In addition, product innovation, product quality, and satisfaction are found to have direct effects on passenger preferences, while loyalty also plays a crucial role in shaping these preferences. Furthermore, the implementation of land transportation policies strengthens the relationship between product innovation, service quality, satisfaction, and passenger preferences, indicating its role as an important moderating factor. Loyalty is also proven to mediate the relationship between the main variables and passenger preferences, highlighting its strategic importance. Overall, the study emphasizes the interconnected roles of innovation, service excellence, customer satisfaction, loyalty, and policy support in influencing passenger decision-making in the land transportation sector.