| dc.description.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. | en_US |
