The Influence of Brand Image and Service Quality on Service User Decisions J&T Express in the Community Lhokseumawe City

Abstract

This study aims to analyze the effect of Brand Image and Service Quality on J & T Express Service User Decisions in the Lhokseumawe City community. This study uses a quantitative approach with a simple linear regression analysis method, and data processing is carried out with the help of SPSS version 20.0. The number of samples in this study were 97 respondents, which were obtained using the Lemeshow formula. The results showed that the Brand Image variable had no significant effect on service user decisions, as evidenced by the t-count value of 1.829 < t-table 1.985 and a significance value of 0.071 > 0.05. This shows that the J&T Express brand image is not strong enough to influence consumer decisions in choosing delivery services. Customer perceptions of the brand are still not fully in line with expectations, especially in terms of service consistency during delivery spikes. In contrast, the Service Quality variable has a positive and significant effect on service user decisions. The t-count value of 5.006 > t-table 1.985 and a significance of 0.000 <0.05 indicate that service quality is the main factor influencing customer decisions. Aspects of physical facilities such as packaging and supporting tools received good ratings from respondents, but the speed in responding to customer complaints still needs to be improved. This finding is in line with previous research by Adha (2022), which states that brand image without real service quality is not enough to influence purchasing decisions. Therefore, J&T Express needs to continue to improve its service quality in order to build customer trust and loyalty in a sustainable manner.