DETERMINANTS OF DEMAND FOR PUBLIC BUS SERVICE IN KOTA KINABALU, SABAH.
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Universiti Malaysia Sarawak (UNIMAS)
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This study investigates the factors influencing the demand for public bus services in Kota Kinabalu, Sabah. Despite urbanisation and the need for sustainable transport, public bus usage in the city remains low. The study focuses on key determinants such as service quality, fare affordability, accessibility, user satisfaction, and awareness. A quantitative method was adopted, using an online structured questionnaire distributed to 300 respondents aged 18 to 65. Descriptive statistics and multiple linear regression analysis were employed to examine the relationships between variables. The findings indicate that service quality, affordability, and accessibility significantly impact user satisfaction and increase demand for public bus services. These results provide insights for improving public transportation and reducing dependence on private vehicles. The study concludes with recommendations for enhancing service delivery, affordability, and access to encourage wider use of public buses in Kota Kinabalu.