The Influence of Distribution Channels, Price, and Brand Image on the Purchase Decision of Goods Delivery Services at PT. Pos Indonesia Kabanjahe Service Unit

Abstract

The purpose of this study is to ascertain and examine if pricing, brand image, and distribution channels all significantly influence consumer purchase decisions at PT Pos Indonesia Kabanjahe Service Unit. A quantitative qualitative approach was employed in this study. Multiple linear regression analysis is the data analysis technique employed. It may be inferred from the t hypothesis test results that shipment paths, price, and brand image all significantly influence consumers' decisions to buy. Distributor ways, price, and brand image all significantly influence purchasing decisions at the same time, according to the F hypothesis test results.  The corrected R square significance, as determined by the coefficient of determination analysis, is 0.767 (76.7%).  Therefore, distribution routes, prices, and brand image account for 76.7% of purchase decisions; various variables not included in this study account for nearly 100%, or 23.3%.