DOI: 10.36347/sjebm.2018.v05i02.003

Pages: 109-119

This research is need to be conducted because Pos Indonesia company as courier service provider which was established in 1946 considered having a lower market share compared to it’s competitors such as TIKI and JNE. The development of market share from 2012-2016 has decreased, especially in 2014 to 2015. The objectives of the study are to analyze the influence of brand image, service quality and price perception on purchasing decision of courier service at PT Pos Indonesia. The unit of analysis of this research is the users of services in PT Pos Indonesia, the population is not known with certainty and get 119 samples by bored. Techniques Rao Purba sample determination and research instrument questionnaire. Quantitative analysis method is used in this research with multiple linear regression analysis, followed by determination analysis (R square), partial hypothesis testing (t test) and simultaneous hypothesis test (F test), alpha (tolerance error) 5 percent. Before the questionnaires were first tested the validity and reliability of all valid and realible questionnaires. To meet the criteria and requirements of multiple linear regression analysis, first classical assumption analysis such as normality test, multicolienerity test, heteroscedasticity. Data processing tool used in this research is SPSS version 23.0. The research results are brand image, service quality and price perception have positive and significant influence on purchasing decision or using courier service either partially or simultaneously. The better the brand image, the quality of service and the price offered by the company, the decision level to use the services in PT Pos Indonesia will increase as well.