PENGARUH CITRA MEREK, KUALITAS LAYANAN, DAN HARGA TERHADAP KEPUASAN PENGGUNA JASA PENGIRIMAN J&T EXPRESS DI DROP POINT KRAKATAU MEDAN

Abstract

This study aims to examine the effect of brand image (X₁), service quality (X₂), and price (X₃) on user satisfaction (Y) of J&T Express delivery services at Drop Point Krakatau Medan. The data used is primary 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, service quality, and price variables have a positive and significant effect on user satisfaction because the t_count > t_table of brand image is 10.606 > 1.664, the t_count > t_table of service quality is 2.874 > 1.664 and t_count > t_table of price is 11.808 > 1.664. From the results of the f test (simultaneous test) the value of f_count > f_table is 60.545 > 3.09, then this shows that brand image, service quality and price together have a significant effect on satisfaction of J&T Express service users at Drop Point Krakatau Medan