Effect of Brand Image, Price Perception and Service Quality towards Customers Satisfaction of Expedition Services of PT. Pos Indonesia (Case Study at PT. Pos Indonesia Bekasi City Branch)


Authors : Nita Kartika Hariani, Mudji Sabar

Volume/Issue : Volume 4 - 2019, Issue 9 - September

Google Scholar : https://goo.gl/DF9R4u

Scribd : https://bit.ly/2n9ZN34

This research aimsed to analyze the effect of brand image, perception of price and service quality on customer satisfaction PT Pos Indonesia branch of Bekasi. Based on the pre survey, it can be seen that brand image, perception of price and service quality are important factors that influence of customer satisfaction at PT Pos Indonesia branch of Bekasi. Primary data was obtained through questionnaires distributed to 200 expedition service users customers at PT Pos Indonesia branch of Bekasi. This study was grouped into descriptive and associative study with quantitative analysis. The sampling technique used is non probability sampling using a purposive sampling system. Quantitative analysis in this study covers validity and reliability, classical assumption, determination coefficient R2, F test, t test and multiple regression analysis. The test results of the coefficient of determination R2 which is to 0.795 indicating that 79.5% of customer satisfaction achieved is indeed contributed by independent variables (brand image, perception of price and service quality) used in this research. The results of this research indicate that brand image, perception of price and service quality have a positive and significant effect on customer satisfaction at PT Pos Indonesia branch of Bekasi.

Keywords : Service Quality, Brand Image, Promotion, and Customer Satisfaction.

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