Abstract:
Makassar as a metropolitan city, transportation is still a problem, especially public
transportation for students. To reduce congestion and minimize the use of private
vehicles by students, the Makassar City Transportation Service provides free school buses
for students. This study aims to determine the quality of service and strategies for
developing free school bus services in Makassar City. Data was collected through
observation and distributing questionnaires with simple random sampling technique. The
analytical method used is descriptive qualitative analysis and SWOT analysis. The results
showed the quality of free school bus services with tangible variables (62% in the low
category), reliability (54% in the medium category), responses (73% in the high category),
assurance (81% in the medium category). very high category) and empathy (77% in high
category). Based on the SWOT results, the strategy for developing free school bus
services is in quadrant I, namely a rapid growth strategy, by further optimizing the
strengths and opportunities of free school buses in Makassar City by increasing the
discipline and responsibility of officers through coaching and training, paying attention to
the punctuality of leaving and returning home. schools, maintaining the validity of service
information to students, maintaining free subsidies from the city government, reducing
the use of private vehicles by students by increasing the fleet and school bus routes,
increasing efforts to prevent congestion and orderly on roads and school areas as well as
equipping facilities and infrastructure for comfort and convenience. school bus safety
