The Effect of Pricing, Brand Image, Service Quality, and Promotion on the Purchasing Decisions of JNE Expedition Service Users at the Bantul Branch

Abstract

This study aims to analyze the influence of pricing, brand image, service quality, and promotion on consumer purchasing decisions at JNE Bantul Branch courier services. The population of this study consists of JNE Bantul Branch consumers, with samples selected using a non-probability sampling method through accidental sampling techniques. Data were analyzed using multiple linear regression analysis. The results indicate that pricing, service quality, and promotion do not have a significant effect on purchasing decisions, while brand image has a positive and significant influence on consumer purchasing decisions. The Adjusted R² value of 0.288 shows that 28.8% of the variation in purchasing decisions can be explained by brand image, while the remaining 71.2% is influenced by other factors outside the variables examined in this study. These findings suggest that brand image is the primary factor considered by customers when making purchasing decisions, whereas pricing, service quality, and promotional activities are not significant considerations in choosing JNE Bantul Branch courier services.