Subscription Parking Usage Behavior in Medan: An Integrated Theory of Planned Behavior and Service Quality Model

Irhamsyah Pulungan; Hartoyo Hartoyo; Popong Nurhayati

doi:10.59261/bustechno.v7i4.790

Authors

Irhamsyah Pulungan IPB University
Hartoyo IPB University
Popong Nurhayati IPB University

DOI:

https://doi.org/10.59261/bustechno.v7i4.790

Keywords:

Attitude, Customer Satisfaction, Service Quality, Subscription Parking, Theory of Planned Behavior, Usage Behavior

Abstract

Background: Subscription parking in Medan City aims to improve parking services, transparency, and local revenue. However, public participation remains low, indicating that policy success depends on user behavior. Previous studies have rarely integrated the Theory of Planned Behavior (TPB), service quality, and satisfaction to explain subscription parking usage in a public-sector context.

Objective: This study aims to analyze public perceptions of subscription parking implementation, examine the factors influencing subscription parking usage behavior, and provide recommendations for improving policy implementation in Medan City.

Methods: A quantitative survey was conducted among 390 subscription parking users in Medan City. Respondents were selected using purposive sampling based on their status as registered subscription parking users and their experience using the service. Data were collected using a five-point Likert-scale questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS).

Results: Service quality was the strongest determinant of user satisfaction (β = 0.757; p < 0.001), while attitude was the strongest direct determinant of usage behavior (β = 0.748; p < 0.001). Service quality also influenced usage behavior through satisfaction and attitude, including a significant serial mediation effect (β = 0.258; p < 0.001). Subjective norms significantly influenced usage behavior, whereas perceived behavioral control did not.

Conclusion: Subscription parking usage is shaped by an integrated process in which service quality enhances satisfaction, satisfaction strengthens positive attitudes, and attitudes encourage continued usage. The study contributes to the TPB literature by extending the behavioral model with service quality and satisfaction in the context of public-sector subscription parking.

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