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Promotional Pricing Strategy, Brand Image, and Brand Ambassadorship of a Company on Customer intention to Transaction for Courier Services

In: Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)

Author

Listed:
  • Aisah Aisah

    (Universitas Pendidikan Indonesia, Fakultas Ekonomi dan Bisnis)

  • Rulit Candra

    (Universitas Pendidikan Indonesia, Fakultas Ekonomi dan Bisnis)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia, Fakultas Ekonomi dan Bisnis)

  • Moch. Adib Sultan

    (Universitas Pendidikan Indonesia, Fakultas Ekonomi dan Bisnis)

Abstract

The intense competition in courier services today requires courier companies to continuously innovate to maintain their position in the hearts of their loyal customers amidst the onslaught of new players in the courier industry. One of the ways to stay relevant is by implementing various marketing strategies, such as offering promotional pricing, strengthening the company’s brand image, and engaging brand ambassadors to attract customer transactions for courier services. These marketing efforts are intriguing to study because they can help identify which promotional media can significantly impact attracting the transactional interest of potential customers. This research aims to determine the extent of the influence of promotional pricing strategies, brand image, and brand ambassadors on customer transaction interest in courier services. The data were collected through the distribution of questionnaires to 273 respondents located throughout Indonesia. Statistical data processing was conducted using SPSS for Windows version 27.0 with multiple linear regression. The research results show that promotional pricing, brand image, and brand ambassadors positively and simultaneously influence 68.4% of customer transaction interest in courier services. In comparison, 31.6% are influenced by other factors outside the research variables.

Suggested Citation

  • Aisah Aisah & Rulit Candra & Ratih Hurriyati & Moch. Adib Sultan, 2024. "Promotional Pricing Strategy, Brand Image, and Brand Ambassadorship of a Company on Customer intention to Transaction for Courier Services," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Lili Adi Wibowo & Sulastri Sulastri & Lisnawati Lisnawati (ed.), Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), pages 496-502, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-443-3_64
    DOI: 10.2991/978-94-6463-443-3_64
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