Pengaruh Harga, Penanganan Komplain, dan Brand Image terhadap Keputusan Penggunaan Jasa Pengiriman Paket pada PT Pos Indonesia (Persero) Kantor Cabang Tebing Tinggi

Abstract

The advancement of technology has significantly impacted the business landscape, leading to a growing demand for delivery services that were traditionally conducted through conventional means. The rise of online businesses has further intensified the reliance on delivery services. Moreover, in geographically dispersed areas, such as islands, the need for efficient and dependable delivery services is even more crucial. Various factors influence individuals' decision to utilize delivery services, including delivery time, quality of service provided by the company, price, and more. The objective of this research is to analyze how price, complaint handling, and brand image influence the decision to use package delivery services at PT Pos Indonesia (Persero) Tebing Tinggi Branch Office. The study aims to examine the individual and combined effects of price, complaint handling, and brand image on the decision to utilize these delivery services. Quantitative research employing an associative approach was employed as the research methodology. The sample was selected using the Purposive Sampling technique, and a total of 90 respondents participated in the study. Primary data was collected through direct distribution of questionnaires, while secondary data was obtained through a review of relevant literature. The data analysis process involved instrument testing, classic assumption testing, multiple linear regression analysis, and hypothesis testing. The results demonstrated that price, complaint handling, and brand image significantly influenced the decision to use package delivery services at PT Pos Indonesia (Persero) Tebing Tinggi Branch Office, both individually and collectively. The coefficient of determination test revealed a strong relationship between price, complaint handling, and brand image, with an R-value of 0.921. The Adjusted R Square value indicated that the variables of price, complaint handling, and brand image accounted for 84.3% of the variance in the usage decision variable, while the remaining 15.7% was influenced by factors beyond the scope of this research model.