Pengaruh Brand Image terhadap Keputusan Konsumen dalam Menggunakan Jasa TIKI di Jalan Dr.Mansyur, Medan

Abstract

Brand image is a marketing strategy from entrepreneur of package shipping service that was applied for influence consumen to using services from enterprise. One of the service business in the delivery of goods, such as package delivery, document delivery, and remittances are TIKI. The number of business service delivery TIKI emerging push to build brand image in order to influence consumers to use the delivery services offered. Consumers must have confidence in its own in making the decision to use a service offered by the company. This research aim to determine influence of brand image toward the decision of consumer to use service of TIKI in the Dr.Mansyur, Medan. The data was collected through observation, interview, quesionnaires and literature study that were selected through systematically method based on objective research. The population in this research are consumer that use service of TIKI in the Dr.Mansyur No.4, Medan. The sample in this research were 96 respondents. The samples ware taken with purposive sampling and accidental sampling method. The analysis method used is a simple table, crossed table, correlation, and analysis calculated correlation coefficient determinant (r2). The results of correlation product moment, value of coefficient correlation r = 0,707 that meaning level of relationship between brand image variable with decision consumer that use service of TIKI is positive and strong with percentage 70,70% while the remaining 20,30% influenced by other factors is not examined. The result analysis also proving the brand image raising will that follow decision consumer raising that use service of TIKI. The result of this research is known value of correlation coefficient determinant (r2) = 50,00%. From the analysis of the data is known that the decision to use services 50,00% and the remaining 50,00% influenced by other factors is not examined. The results of analysis it can be concluded that the brand image are proven having partial and simultaneous significantly influence the consumer's decision to use TIKI in Jalan Dr. Mansyur, Medan.