Effect Of Service Quality, Prices And Promotion On Services For Using Services At PT. POS INDONESIA (PERSERO) TRADE KEC. Bandar Kab. Simalungun

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Effect of Service Quality, Prices, and Promotion on Services for Using Services at PT. POS INDONESIA (PERSERO) TRADE, KEC. BANDAR, KAB. SIMALUNGAN

Introduction

In today's competitive market, understanding consumer behavior is crucial for businesses to succeed. The decline in service use at PT. POS INDONESIA (PERSERO) TRADE, KEC. BANDAR, KAB. SIMALUNGAN, from January 2016 to February 2017, prompted this research to investigate the factors influencing consumer decisions. This study aims to analyze the effect of service quality, price, and promotion on the decision to use services at PT. Pos Indonesia (Persero) Trade.

Background of the Study

The service sector is becoming increasingly competitive, and companies must understand how consumers make decisions in using services. PT. Pos Indonesia (Persero) Trade, as a leading postal and logistics service provider, faces intense competition from other service providers. To remain competitive, it is essential to understand the factors influencing consumer decisions. This study aims to provide insights into the effect of service quality, price, and promotion on the decision to use services at PT. Pos Indonesia (Persero) Trade.

Methodology

The population of this study consisted of all customers who used the services of PT. Pos Indonesia (Persero) trading for 14 months, totaling 9,618 people. A sample of 88 respondents was taken using accidental sampling techniques. Primary data was collected through a questionnaire measured by a Likert scale, while secondary data was obtained from various relevant literature. Multiple linear regression analysis was used to analyze the data.

Results

The results of the analysis showed that the quality of service, price, and promotion simultaneously had a positive and significant influence on the decision to use services at PT. Pos Indonesia (Persero) Trade. The coefficient of determination (R²) shows a value of 0.733, which means there is a strong relationship between the three variables with the decision to use service. In other words, 73.3% of consumer decisions in using services are influenced by the quality of services, prices, and promotions received.

Analysis of Service Quality

Service quality is a crucial aspect in attracting and maintaining customers. When customers are satisfied with the services provided, they tend to return to use these services. Therefore, PT. Pos Indonesia needs to ensure that every interaction with customers is carried out well, from services at the counter to shipping goods. Fast, friendly, and responsive service will increase the positive perception of customers towards the company.

The Importance of Service Quality

Service quality is a key factor in building customer loyalty. When customers are satisfied with the services provided, they are more likely to return to use these services. PT. Pos Indonesia must ensure that every interaction with customers is carried out well, from services at the counter to shipping goods. Fast, friendly, and responsive service will increase the positive perception of customers towards the company.

Price as a Determining Factor

Prices are also an important factor in consumer decisions. In this study, it was found that competitive and transparent prices affected customer decisions. PT. Pos Indonesia must ensure that the price offered is in accordance with the value of the service provided. If customers feel the price paid is proportional to the services received, they will be more likely to use the service again.

The Impact of Price on Consumer Decisions

Prices play a significant role in consumer decisions. When prices are competitive and transparent, customers are more likely to use the service. PT. Pos Indonesia must ensure that the price offered is in accordance with the value of the service provided. If customers feel the price paid is proportional to the services received, they will be more likely to use the service again.

The Importance of Promotion

Effective promotion can attract the attention of new consumers and maintain existing customers. PT. Pos Indonesia (Persero) needs to take advantage of various promotional channels, both online and offline, to reach a wider target market. By offering attractive promotions, such as discounts or loyalty programs, companies can increase customer interests and decisions to use the services offered.

The Role of Promotion in Attracting and Retaining Customers

Promotion plays a crucial role in attracting and retaining customers. Effective promotion can increase customer interests and decisions to use the services offered. PT. Pos Indonesia (Persero) needs to take advantage of various promotional channels, both online and offline, to reach a wider target market.

Conclusion

From the results of this study, it can be concluded that the quality of service, price, and promotion has a significant influence on the decision to use services at PT. POS INDONESIA (PERSERO) TRADE, KEC. BANDAR, KAB. SIMALUNGAN. Companies are advised to continue to improve service quality, offer competitive prices, as well as effective promotions in order to compete and meet the needs of consumers in an increasingly fierce era of competition. With these steps, it is expected that PT. Pos Indonesia can reduce the decline in service use and increase customer loyalty.

Recommendations for PT. Pos Indonesia

Based on the findings of this study, PT. Pos Indonesia is recommended to:

  • Improve service quality to ensure that every interaction with customers is carried out well
  • Offer competitive and transparent prices to attract and retain customers
  • Take advantage of various promotional channels, both online and offline, to reach a wider target market
  • Offer attractive promotions, such as discounts or loyalty programs, to increase customer interests and decisions to use the services offered

By implementing these recommendations, PT. Pos Indonesia can reduce the decline in service use and increase customer loyalty, ultimately leading to increased revenue and competitiveness in the market.
Q&A: Effect of Service Quality, Prices, and Promotion on Services for Using Services at PT. POS INDONESIA (PERSERO) TRADE, KEC. BANDAR, KAB. SIMALUNGAN

Frequently Asked Questions

We have received many questions from our readers regarding the effect of service quality, prices, and promotion on services for using services at PT. POS INDONESIA (PERSERO) TRADE, KEC. BANDAR, KAB. SIMALUNGAN. Here are some of the most frequently asked questions and our answers:

Q: What is the main objective of this study?

A: The main objective of this study is to analyze the effect of service quality, prices, and promotion on the decision to use services at PT. POS INDONESIA (PERSERO) TRADE, KEC. BANDAR, KAB. SIMALUNGAN.

Q: What is the population of this study?

A: The population of this study consists of all customers who used the services of PT. POS INDONESIA (PERSERO) trading for 14 months, totaling 9,618 people.

Q: What is the sample size of this study?

A: The sample size of this study is 88 respondents, taken using accidental sampling techniques.

Q: What is the method of data collection used in this study?

A: The method of data collection used in this study is a questionnaire measured by a Likert scale, while secondary data is obtained from various relevant literature.

Q: What is the analysis technique used in this study?

A: The analysis technique used in this study is multiple linear regression analysis.

Q: What are the findings of this study?

A: The findings of this study show that the quality of service, price, and promotion simultaneously have a positive and significant influence on the decision to use services at PT. POS INDONESIA (PERSERO) TRADE, KEC. BANDAR, KAB. SIMALUNGAN.

Q: What is the coefficient of determination (R²) of this study?

A: The coefficient of determination (R²) of this study is 0.733, which means there is a strong relationship between the three variables with the decision to use service.

Q: What are the implications of this study?

A: The implications of this study are that PT. POS INDONESIA (PERSERO) TRADE, KEC. BANDAR, KAB. SIMALUNGAN should continue to improve service quality, offer competitive prices, as well as effective promotions in order to compete and meet the needs of consumers in an increasingly fierce era of competition.

Q: What are the recommendations of this study?

A: The recommendations of this study are that PT. POS INDONESIA (PERSERO) TRADE, KEC. BANDAR, KAB. SIMALUNGAN should:

  • Improve service quality to ensure that every interaction with customers is carried out well
  • Offer competitive and transparent prices to attract and retain customers
  • Take advantage of various promotional channels, both online and offline, to reach a wider target market
  • Offer attractive promotions, such as discounts or loyalty programs, to increase customer interests and decisions to use the services offered

Q: What are the limitations of this study?

A: The limitations of this study are that it is a single-case study, and the sample size is relatively small. Additionally, the study only focuses on the effect of service quality, prices, and promotion on the decision to use services at PT. POS INDONESIA (PERSERO) TRADE, KEC. BANDAR, KAB. SIMALUNGAN.

Q: What are the future research directions?

A: The future research directions are to conduct a larger-scale study that includes multiple cases, and to investigate the effect of other factors, such as customer satisfaction and loyalty, on the decision to use services at PT. POS INDONESIA (PERSERO) TRADE, KEC. BANDAR, KAB. SIMALUNGAN.