PENGARUH CITRA PERUSAHAAN DAN CITRA PRODUK TERHADAP KEPUTUSAN PEMBELIAN JASA PAKET POS KILAT KHUSUS PT POS INDONESIA (PERSERO)

Abstract

This study aims to determine the company image and the product image of PT Pos Indonesia (Persero) on customers perceptions. This study is also to find out whether the company image and the product image have a significant simultaneous and partial effect on customers decisions in purchasing the special flash packet post services. The population of this study are forty three respondents. The technique to collect all the data on this study is using a google form questionnaire and distributed the questionnaire link by Whatsapp. This study is statistically processed by SPSS 25. The method that used in this study is quantitative methods and the data analysis are using the normality analysis, validity analysis, reliability analysis, regressions, multiple linear, hypothesis testing, coefficient of determination testing and descriptive analysis test. The results of this study state that PT Pos Indonesia (Persero) has a good corporate image and product image. Based on this study it can be known that customers in making purchasing decisions can be influenced by the company's image and the product image so it can be seen that company image and product image have a significant and partial effect for customers on purchasing decisions to use the special flash packet post services at PT. Pos Indonesia (Persero).