Promotional Pricing Strategy, Brand Image, and Brand Ambassador of a Company on Customer Transaction Interest for Courier Services
Aisah1, Rulit Candra2, Ratih Hurriyati3, Moch. Adib Sultan4

UNIVERSITAS PENDIDIKAN INDONESIA

Abstract

Intense competition in courier services today forces courier companies to continue to innovate in order to maintain their position in the hearts of their loyal customers amidst the onslaught of new players in the courier world. One of the efforts to continue to exist is to issue various marketing tactics, such as giving promotional prices (discounts), strengthening the company^s brand image and paying brand ambassadors in order to attract customer transaction interest for courier services. The existence of these marketing efforts is very interesting to study because it can be seen that promotional media can have a significant enough impact to attract prospective customer transactions. This study aims to determine how much influence the promotional price strategy (discount), brand image and brand ambassador have on customer transaction interest for courier services. Data was collected by distributing questionnaires to 273 respondents. Statistical data processing using the SPSS application for windows ver.27.0 with multiple linear regression methods. The results showed that promotional prices (discounts), brand image and brand ambassadors had a positive and simultaneous effect of 68.4% on customer transaction interest for courier services while 31.6% were influenced by other factors outside the research variables.

Keywords: Brand ambassador, brand image, Promotional Pricing Strategy, Customer Transaction Interest

Topic: Marketing Management, Relationship Marketing, Service Marketing