Pengaruh Biaya Pengiriman Dan Kualitas LayananTerhadap Keputusan Konsumen Dalam Menggunakan JasaPada PT. Multi Ekspres Transindo
DOI:
https://doi.org/10.31851/jmanivestasi.v8i1.19853Abstract
ABSTRAKPertumbuhan layanan pengiriman di Indonesia meningkat seiring naiknya kebutuhan masyarakat. Penelitian ini bertujuan mengkaji pengaruh tarif dan mutu layanan terhadap keputusan pelanggan dalam menggunakan jasa PT. Multi Ekspres Transindo. Dengan pendekatan kuantitatif, data dikumpulkan melalui kuesioner dari 100 responden dan dianalisis menggunakan SPSS 26 melalui uji regresi linear berganda, uji t, uji F, dan R². Hasil menunjukkan bahwa tarif dan kualitas layanan berpengaruh positif dan signifikan terhadap keputusan konsumen, baik secara parsial maupun simultan. Nilai koefisien regresi masing-masing adalah 0,564 dan 0,318, dengan signifikansi 0,000. Adapun nilai determinasi sebesar 0,554, artinya 55,4% keputusan konsumen dipengaruhi oleh dua variabel tersebut. Hasil ini memperkuat temuan sebelumnya bahwa harga bersaing dan layanan unggul memengaruhi pilihan pelanggan, sehingga perusahaan perlu menjaga efisiensi biaya dan mutu layanan untuk mempertahankan loyalitas konsumen
Kata Kunci: biaya pengiriman, kualitas layanan, keputusan konsumen
ABSTRACT
Indonesia’s delivery sector has grown rapidly due to rising demand for shipment services. This research investigates how shipping fees and service quality influence customer choices at PT. Multi Ekspres Transindo. Using a quantitative method with 100 survey respondents, the data were processed through various statistical tests including regression and significance testing via SPSS 26. Findings reveal that both variables significantly and positively affect consumer decisions, individually and together. Shipping cost has a regression coefficient of 0.564, and service quality 0.318, both with a p-value of 0.000. The R² value of 0.554 indicates that 55.4% of customer decisions are explained by these factors. These results support prior studies emphasizing that affordable rates and excellent service are crucial to influencing customer behavior. Thus, companies should focus on balancing cost efficiency with high service standards to maintain loyalty and trust.
Keywords: consumer decision, shipping costs, service quality
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