Pengaruh Citra Merek dan Kualitas Pelayanan Terhadap Keputusan Penggunaan Jasa Ekspedisi Titipan Kilat di Kabupaten Buleleng

Abstract

This study aims to examine the effect of brand image and service quality simultaneously or partially on the decision to use Titipan Kilat expedition services in Buleleng Regency. The research design used in this study is causal quantitative. Determination of the sample in this study using a non-probability sampling technique, namely purposive sampling. The number of samples in this study were 100 respondents. The instrument used in data collection is by using a questionnaire method and the analysis technique used is multiple linear regression analysis. The results of this study are (1) brand image and service quality have a significant effect on the decision to use Titipan Kilat services in Buleleng Regency. (2) brand image has a positive and significant effect on the decision to use Titipan Kilat expedition services in Buleleng Regency. (3) service quality has a positive and significant effect on the decision to use Titipan Kilat expedition services in Buleleng Regency.