Pengaruh Kualitas Pelayanan Dan Citra Merek Terhadap Kepuasan Pelanggan J&T Express Pada Masa Pandemi COVID-19 (original) (raw)
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Penelitian ini bertujuan untuk mengetahui adanya pengaruh dari citra merek dan kualitas layanan terhadap loyalitas konsumen melalui kepuasan konsumen. Jenis penelitian yang digunakan adalah deskriptif kuantitatif dengan pendekatan analisis jalur (path analysis). Populasi penelitian ini adalah konsumen CV. Azzahra yang telah melakukan pembelian ulang beberapa kali (loyal) dan didapat 140 respon dari kuesioner yang berisi indikator dalam menguji kasualitas antar variabel. Hasil penelitian menunjukkan bahwa citra merek dan kualitas layanan memiliki pengaruh terhadap loyalitas konsumen baik secara langsung maupun melalui kepuasan konsumen. Citra merek dan kualitas layanan secara parsial dan simultan berpengaruh terhadap kepuasan konsumen. Temuan penelitian dapat digunakan oleh CV. Azzahra sebagai informasi dalam pembuatan keputusan atau kebijakan serta sebagai bukti empiris bagi penelitian selanjutnya dalam bidang manajemen, khususnya manajemen pemasaran.
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This study aims to examine the effect of brand image (X1), distribution (X2), and promotion (X3) on consumer decisions (Y) to use J&T Express delivery services at Drop Point Krakatau Medan. The data used is data using probability sampling method, with a total sample of 98 respondents. The analysis method of this research uses multiple linear regression. The classical assumption test used has met the specified criteria, the t-test (partial test) shows that the brand image, distribution and promotion variables have a positive and significant effect on consumer decisions because the tcount > ttable brand image is 10.727 > 1.664, the tcount > ttable distribution of 2.698 > 1.664 and the value of tcount > ttable promotion of 11.872 > 1.664. From the results of the f test (simultaneous test) the value of fcount > ftable is 61,691 > 3.09, then this shows that brand image, distribution and promotion together have a significant effect on consumer decisions to use J&T Express delivery services at Drop Point Krakatau Medan.