THE INFLUENCE OF ONLINE PROMOTIONS, BRAND AMBASSADORS AND CUSTOMER TRUST ON J&T EXPRESS INDONESIA'S DELIVERY PURCHASE DECISIONS

Firda Aulya, Suci Syahrani, Asep Suparman, Novi Indah Susanti

Abstract


The logistics and delivery services industry in Indonesia is experiencing rapid growth, including J&T Express, which has increased its market share through various marketing strategies. This study examines the influence of brand ambassadors, customer trust, and online promotions on customer decisions to use J&T Express delivery services. A quantitative method with data analysis using Structural Equation Modelling-Partial Least Square (SEM-PLS) was used. The sample used was 160 respondents who had used the J&T Express service. The results showed that Brand Ambassadors directly influenced Purchase Decisions with a correlation coefficient of 0.161, and customer trust positively affected Purchase Decisions with an original sample of 0.526. However, the value of Online Promotion to the purchase decision coefficient was 0.098, with a calculation of 1.529 greater than 1.97, which indicates that Online Promotion has an influence but is not so significant on Purchase Decision.


Keywords


Online Promotion, Brand Ambassador, Customer trust, Purchase Decision

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DOI: https://doi.org/10.25292/atlr.v7i0.705

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Advances in Transportation and Logistics Research

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