Pengaruh Customer Complaint Behavior dan Brand Image terhadap Repurchase Intention Jasa J&T Express (Studi pada Pengguna Jasa Ekspedisi di Kota Medan)

Abstract

Expedition services are a service product that is a basic need for people who want to buy or send goods to different places, one of which is a marketplace. The high interest in the use of expedition services makes business competition in the field of expedition very tight; business actors continue to make innovations so that the service products they market can attract the attention of consumers or users, for example, what is done by the J&T Express Service Company which is very concerned about user satisfaction with customer complaint behavior and brand image with the aim of repurchase intention (reuse). This research aims to analyze the influence of customer complaint behavior and brand image on repurchase intention in Medan City. The effect between customer complaint behavior and brand image will be investigated partially and simultaneously on repurchase intention The form of research used for this research is quantitative with an associative approach. Sampling was done through the purposive sampling technique and used 100 respondents as samples. The primary data used in this research is obtainable by distributing questionnaires through a google form, while the secondary data is available through literature research. The data analysis method used is validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis testing. The research results show that customer complaint behavior (X1) and brand image (X2) significantly affect repurchase intention. Variable customer complaint behavior and brand image simultaneously affect repurchase intention (Y). The coefficient of determination test shows a very close relationship between customer complaint behavior and brand image. On repurchase intention with an R-value of 0.807 through the adjusted R square value, it is known that the variable customer compliance behavior and brand image contribute 64.3% to repurchase intention. In comparison, 35.7% is effected by other variables.