THE INFLUENCE OF BRAND IMAGE AND SERVICE QUALITY ON PURCHASE DECISIONS AT J&T EXPRESS SERVICES DURING THE COVID-19 PANDEMIC

Abstract

This study aims to determine the effect of brand image and service quality in purchasing decisions at the J&T Express Company during the Covid-19 pandemic on J&T Express consumers in Manado. This type of research is a descriptive analysis approach. By using quantitative research methods. The sample taken for this study involved 100 respondents. The sampling method used was purposive sampling technique and instrument data collection in the form of a questionnaire that was run through Google Forms and the use of the Multiple Linear Regression method. Furthermore, testing and data analysis was carried out using SPSS 26 software. The results found in this study showed simultaneously Brand Image (𝑋1) and Service Quality (𝑋2) have a significant positive effect on the level of Purchase Decision (𝑌) with a value of 93,046. In addition, Brand Image and Service Quality partially have a positive and significant influence on Purchase Decisions. The value of Adjusted R Square obtained from the test results of the coefficient of determination (𝑅2) of 0.650 explains that 65% of Purchase Decisions can be influenced by Brand Image and Service Quality. While the remaining 35% is explained by other variables not examined in this study.

Keywords: Brand Image, Service Quality, Purchase Decision, Logistics Service.