"From Service Stimuli to Customer Loyalty: A Stimulus–Organism–Response Perspective on MRT Jakarta Users.

This dataset supports the study titled "From Service Stimuli to Customer Loyalty: A Stimulus–Organism–Response Perspective on MRT Jakarta Users." The dataset contains questionnaire responses from 250 eligible MRT Jakarta users collected between July 3 and July 20, 2026. The study examines the relationships between four service stimuli—Physical Evidence, Other Customer Perception, Payment System Quality, and Personnel Service—and Customer Experience, Customer Satisfaction, and Customer Loyalty within the Stimulus–Organism–Response framework. Customer Loyalty is examined from an attitudinal perspective, including continued-use intentions, preference, and willingness to recommend the service. The analytical CSV contains 36 measurement indicators assessed using a six-point Likert scale. The indicators CX1 and CS3 are retained in the dataset for transparency but were excluded from the final measurement model following discriminant validity assessment. The repository includes an analytical dataset (CSV), a README and codebook (PDF), and a SmartPLS project file (ZIP) to support examination and reproduction of the reported analysis. The public CSV excludes timestamps, demographic variables, and direct respondent identifiers. The dataset is provided to support research transparency, reproducibility, and further academic investigation of customer experience, satisfaction, and loyalty in urban public transportation.