Pengaruh Brand Image terhadap Keputusan Penggunaan Jasa Pengiriman Barang dalam Perspektif Ekonomi Syariah

Mulyani Rizki; Sutra Rasyid Alparabi

doi:10.61132/jiesa.v2i6.1807

Authors

Mulyani Rizki Universitas Islam Negeri Raden Fatah Palembang
Sutra Rasyid Alparabi Universitas Islam Negeri Raden Fatah Palembang

DOI:

https://doi.org/10.61132/jiesa.v2i6.1807

Keywords:

Brand Image, Delivery Service Decisions, Multiple Regression, Quantitative, Sharia Economics

Abstract

In today's digital era, the freight forwarding industry has become one of the fastest-growing sectors. The rapid growth of the digital economy has increased the need for fast, safe, and efficient delivery services. However, intense market competition in this industry has pushed companies to build a strong brand image. This is related to the increasingly fierce competition in the freight forwarding sector, such as JNE, SPX Standard, Tiki, and Pos Indonesia. This research is useful for companies and academics: it can serve as a shared reference for examining the influence of brand image on service usage decisions, in the development of theories and concepts in marketing and Islamic economics. The purpose of this study is to analyze the influence of brand image on the decision to use J&T Express's freight forwarding services. The research method used was quantitative, with a survey approach. A questionnaire was distributed to 117 respondents who were active users of J&T Express services. Data analysis was conducted using multiple linear regression with the help of SPSS version 26 software. The results showed that brand image had a positive and significant effect on the decision to use services, with a significance value of 0.015 (<0.05).

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