The Impact of Word of Mouth and Brand Image on Purchase Decisions of the Tanjung Priok Branch Courier Company

Authors

  • Sekar Widyastuti Pratiwi Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia
  • Sesaria Mardhiani Rachma Puspita Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia
  • Adit Taufiqurrahman Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia
  • Radifan Fadhli Prasetyo Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia

DOI:

https://doi.org/10.38035/jemsi.v6i6.8537

Keywords:

Brand Image, Marketing Management, Purchasing Decision, Word of Mouth, Courier Company

Abstract

This study examines the effect of word of mouth and brand image on purchasing decisions for courier companies. The population of this study were users of Indah Logistik Cargo services in the Tanjung Priok branch. The sampling technique used is random sampling which has been determined by the researcher using Hair's formula, namely 108 service users of Indah Logistik Cargo, Tanjung Priok branch. Using a survey instrument and survey methodology, data was gathered. The technique for analyzing the data is multiple regression analysis. Statistical testing is done in two ways: partial testing (t-test) and simultaneous testing (f-test). Word of mouth had a partial positive effect and a significant impact on purchasing decisions, according to the results. Purchasing decisions are positively and significantly impacted by brand image. Word-of-mouth and brand image have a substantial and considerable impact on purchasing decisions at the same time, independent of each other.

References

Arafah, R. N. S. (2023). Pengaruh Word of Mouth Terhadap Keputusan Pembelian. Briliant: Jurnal Riset Dan Konseptual, 8(4), 863. https://doi.org/10.28926/briliant.v8i4.1639

Enre, A. E., Hutagalung, D., Simbolon, H. A., & Ong, M. T. (2020). Pengaruh Harga dan Kualitas Pelayanan terhadap Keputusan Pembelian CV Obor Pematangsiantar. Owner, 4(1). https://doi.org/10.33395/owner.v4i1.173

Herawati, H., & Putra, A. S. (2023). Pengaruh Brand Ambassador dan Brand Image Terhadap Keputusan Pembelian Azarine Cosmetic. Journal on Education, 5(2), 4170–4178. https://doi.org/10.31004/joe.v5i2.1115

Husen, A., Sumowo, S., Rozi, A. F., Ekonomi, F., & Muhammadiyah Jember, U. (2018). Pengaruh Lokasi, Citra Merek Dan Word of Mouth Terhadap Keputusan Pembelian Konsumen Mie Ayam Solo Bangsal Jember the Effect of Locations, Brand Images and Word of Mouth To Consumer Buying Decisions on Mie Ayam Solo Bangsal Jember. Jurnal Manajemen Dan Bisnis Indonesia, 4(2), 2460–9471.

Liliana, M. (2023). Pengaruh Brand Image Dan Online Customer Review Terhadap Keputusan Pembelian Konsumen E-Commerce Blibli.Com Di Jakarta. Manajemen, 27.

Mewoh, F. M., Tampi, J. R. E., & Mukuan, D. D. S. (2019). Pengaruh Digital Marketing Terhadap Keputusan Pembelian Pada Matahari Department Store Manado Town Square. Jurnal Administrasi Bisnis, 9(1), 35. https://doi.org/10.35797/jab.9.1.2019.23529.35-42

Nurlina. (2020). Pengaruh citra merek, persepsi harga dan ulasan pelanggan terhadap keputusan pembelian di marketplace shopee (studi kasus warga pondok ungu permai blok nn). Bab Ii Kajian Pustaka 2.1, 2(2004), 6–25.

Pracoyo, R. R., Sembodro, S. A., Subandi, & Pratiwi, S. W. (2023). PT XYZ PERISHABLE GOODS PRODUCTION. 5778, 410–423.

Pratiwi, S. W., Purwoko, H., Akbar, G. M., Firdaus, M. I., & Lermatan, E. E. (2023). The Influence of Entrepreneurial Orientation Dimension on Supply Chain Performance at PT XYZ Jakarta in 2022. Jurnal Logistik Indonesia, 7(2), 184–189. https://doi.org/10.31334/logistik.v7i2.3612

Qomariah, N. (2020). PENGARUH WORD OF MOUTH DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PADA RESTORAN RUNNING KOREAN STREET FOOD DI MALL PLAZA MULIA. EJournal Administrasi Bisnis, 8, 35–45.

Rachmawati, S. D., & Andjarwati, A. L. (2020). Pengaruh Kesadaran Merek dan Citra Merek Terhadap Keputusan Pembelian. E-Journal Ekonomi Bisnis Dan Akuntansi, 7(1), 25. https://doi.org/10.19184/ejeba.v7i1.14849

Rivki, M., Bachtiar, A. M., Informatika, T., Teknik, F., & Indonesia, U. K. (n.d.). PENGARUH BRAND IMAGE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI MASA PANDEMI COVID 19 (STUDI KASUS PADA BISNIS RITEL PAKAIAN “STING” CABANG KEDOYA GREEN GARDEN). 19(112), 78–89.

Septiana, E., & Damanuri, A. (2024). Perubahan Perilaku Konsumen Generasi Milenial Dan Generasi Z Terhadap Pembelian Consumer Goods Pada Era Digital. Indonesian Journal of Management and Accounting, 5(2), 248–261.

Sudarmin. (2023). PENGARUH WORD OF MOUTH DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MS GLOW. Jurnal Ilmiah Bidang Ilmu Ekonomi.

Downloads

Published

2025-08-28

How to Cite

Pratiwi, S. W., Puspita, S. M. R., Taufiqurrahman, A., & Prasetyo, R. F. (2025). The Impact of Word of Mouth and Brand Image on Purchase Decisions of the Tanjung Priok Branch Courier Company . Jurnal Ekonomi Manajemen Sistem Informasi, 6(6), 4693–4705. https://doi.org/10.38035/jemsi.v6i6.8537

Issue

Vol. 6 No. 6 (2025): Jurnal Ekonomi Manajemen Sistem Informasi (Juli - Agustus 2025)

Section

Articles

License

Copyright (c) 2025 Sekar Widyastuti Pratiwi, Sesaria Mardhiani Rachma Puspita, Adit Taufiqurrahman, Radifan Fadhli Prasetyo

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Hak cipta :

Penulis yang mempublikasikan manuskripnya di jurnal ini menyetujui ketentuan berikut:

  1. Hak cipta pada setiap artikel adalah milik penulis.
  2. Penulis mengakui bahwa Jurnal Ekonomi Manajemen Sistem Informasi (JEMSI) berhak menjadi yang pertama menerbitkan dengan lisensi Creative Commons Attribution 4.0 International (Attribution 4.0 International CC BY 4.0) .
  3. Penulis dapat mengirimkan artikel secara terpisah, mengatur distribusi non-eksklusif manuskrip yang telah diterbitkan dalam jurnal ini ke versi lain (misalnya, dikirim ke repositori institusi penulis, publikasi ke dalam buku, dll.), dengan mengakui bahwa manuskrip telah diterbitkan pertama kali di Jurnal Ekonomi Manajemen Sistem Informasi (JEMSI).