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

Aisah Aisah (), Rulit Candra, Ratih Hurriyati and Moch. Adib Sultan
Additional contact information
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

A chapter in Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), 2024, pp 496-502 from Springer

Abstract: 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.

Keywords: brand ambassador; brand image; intention for a transaction; promotional price (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-443-3_64

Ordering information: This item can be ordered from
http://www.springer.com/9789464634433

DOI: 10.2991/978-94-6463-443-3_64

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().