Effect of Brand Image and Promotion on the Decision to Use Shipping Services from PT Pos Indonesia, Medan Kesawan Branch with Trust as an Intervening Variable
In the era of globalization, business competition in the shipping service sector has increased significantly. This is influenced by the increasing needs of the community, and also influenced by the development of online shops or e commerce that use goods delivery services. North Sumatra is one of the developing provinces in Indonesia, with the development of North Sumatra Province, goods delivery services have become a promising business area. PT Pos Indonesia is a state owned company engaged in postal services. PT Pos Indonesia is very helpful in various needs, for example for the delivery of raw materials for processed food from Medan to several cities in Java. This situation also shows that the growth of online shops in Medan is experiencing good development because online stores are the biggest contributor to the running of the delivery service business. The purpose of this study was to analyze the effect of brand image and promotion on the decision to use shipping services from PT Pos Indonesia, Medan Kesawan Branch with trust as an intervening variable. The population in this study are all customers who have used PT Pos Indonesia, Medan Kesawan Branch and the number of population is unknown, therefore the determination of the sample using the Malhotra formula as many as 115 customer respondents who have used the services of PT Pos Indonesia. Data analysis was performed using PLS SEM. The results showed that brand image, promotion and trust directly had a positive and significant effect on the decision to use shipping services, then indirectly brand image and promotion had a positive and significant effect on the decision to use shipping services through trust.