The effect of customer experience and brand image on customer loyalty on the use of delivery services PT. POS Indonesia

Rifqi Aulia  Ahmad; Terra Saptina Maulani

doi:10.24036/mms.v2i3.314

Rifqi Aulia Ahmad STIE Ekuitas
Terra Saptina Maulani STIE EKUITAS

DOI: https://doi.org/10.24036/mms.v2i3.314

Keywords: Customer Experience; Brand Image; Customer Loyalty

Abstract

This study aims to find out the effect of customer experience and brand image on customer loyalty in the delivery service of PT. POS in Bandung. The research method used is descriptive and verification methods with a quantitative approach, collecting data through distributing questionnaires to 100 respondents with the calculation of determining the sample using the Cochran formula. The statistical analysis instrument used validity test, reliability test, classical assumption test, multiple linear regression analysis, correlation coefficient analysis, coefficient of determination analysis, t test, and f test with the help of SPSS version 25 software. The results showed that partially and simultaneously customer experience and brand image have a significant influence on customer loyalty in the delivery service of PT. POS in the city of Bandung by contributing 62.3% to customer loyalty, while for 37.7% influenced by other factors not examined.

Downloads

Download data is not yet available.

References

Antara, H., Siswanto, S., & Damarsiwi, E. P. M. (2020). THE EFFECT OF CUSTOMER EXPERIENCE AND BRAND TRUST ON CUSTOMER LOYALTY ON ALLBAIK CHICKEN. BIMA Journal (Business, Management, & Accounting Journal), 1(2), 115-125

Assydiki, I. (2019). Pengaruh Customer Experience Terhadap Loyalitas Pelanggan Pada Geulis Travel Jatinangor (Doctoral dissertation, STIE Ekuitas)

https://databoks.katadata.co.id/datapublish/2021/06/04/penggunaan-e-commerce-indonesia-tertinggi-di-dunia, diunduh pada tanggal 19 November 2021

https://databoks.katadata.co.id/datapublish/2022/01/12/jt-perusahaan-logistik-dengan-volume-pengiriman-terbesar-di-indonesia, diunduh pada tanggal 24 februari 2022

https://infobrand.id/optimisme-bisnis-jasa-kurir-di-masa-pandemi.phtml, di unduh pada tanggal 24 februari 2022

https://www.kargomurah.co.id/jasa-ekspedisi-indonesia/, diunduh pada tanggal 19 November 2021

https://www.topbrand-award.com/top-brand-index/?tbi_find=pos%20indonesia, di unduh pada tanggal 2 febuari 2022

Kotler, P., & Keller, K. L. (2016). Marketing Management, 15th Edition. Harlow: Pearson Education Limited

Lupiyoadi, Rambat. 2014. Manajemen Pemasaran Jasa. Jakarta: Selemba Empat

Sapitri, E., Sampurno, S., & Hayani, I. (2020). Pengaruh Citra Merek dan Kualitas Produk Terhadap Kepuasan dan Loyalitas Pelanggan. Jurnal Mandiri: Ilmu Pengetahuan, Seni, Dan Teknologi, 4(2), 231-240

Teddy, A., & Zuliestiana, D. A., (2020), “PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI APLIKASI GOFOOD DI KOTA BANDUNG”, e-Proceeding of Managemen, 7(2)

Yulinda, A. T., Ranidiah, F., & Jauhari, W. R. R. (2020). PENGARUH CUSTOMER EXPERIENCE DAN TRUST TERHADAP LOYALITAS PELANGGAN KFC DI KOTA BENGKULU. Jurnal Ilmiah Akuntansi, Manajemen dan Ekonomi Islam (JAM-EKIS), 3(2)