Pengaruh Brand Image dan Perceived Value Terhadap Keputusan Penggunaan Jasa pada JNE Express di Kabupaten Jember

Abstract

People's lifestyles are increasingly changing along with technological developments that influence purchasing behavior from offline to online, thus opening up huge opportunities for goods delivery businesses. As one of the largest expedition companies in Indonesia, JNE Express needs to understand the factors that influence the decision to use its services in order to win market competition. The aim of this research is to test and analyze the influence of brand image and perceived value on decisions to use services at JNE Express in Jember Regency. This research uses explanatory research methods with a quantitative approach. The research population consisted of JNE Express service users at the main agent in Jember with a sample of 130 respondents selected using purposive sampling techniques. Data was collected using a questionnaire and analyzed using the SPSS application using multiple linear regression. The research results show that brand image has a significant influence on the decision to use JNE Express services. Perceived value has a significant influence on the decision to use JNE Express services. These two variables, namely brand image and perceived value, simultaneously have a significant influence on the decision to use JNE Express services. Based on the results of this research, JNE Express is advised to increase customer loyalty and consider competitive prices compared to competitors.