Abstract
The purpose of this paper is to determine the relationship of exogenous variables consisting of quality logistics service variables, brand image, and social media marketing on usage decisions and customer satisfaction. The shipping services studied specifically for domestic shipments consisted of J&T, JNE, TlKl, Wahana, SiCepat, ID Express, and Pos Indonesia using perception data through questionnaires. Respondents have at least used delivery services twice. Determination of the number of respondents using the maximum likelihood technique. The tool used in this research is Structural Equation Modeling. The results of this study indicate that the variables of logistics service quality and social media marketing have a positive and significant effect on usage decisions. The relationship between brand image and usage decisions cannot be proven because there is multicollinearity, which causes this variable to be excluded from the study. The equation of the relationship model of exogenous variables on the use and customer satisfaction of expedition services without using the brand image variable is as follows, Y2 = 0.371X1 + 0.482X3.
Highlights
The goods delivery industry in the pandemic era is growing very rapidly [1]
The purpose of this research is to analyze the equation of the mathematical model and determine the relationship between the variables of logistics service quality, brand image, and social media marketing on usage decisions and customer satisfaction, which focuses on consumers who choose to shop through ecommerce
The SEM tool used in this study, the determination of the number of respondents based on the maximum likelihood (ML) technique ranges from 100 to 200 [30], this research data was obtained from distributing questionnaires using a Likert scale (1-5), using probability, Processing of SEM Tool and AMOS Software 23
Summary
The goods delivery industry in the pandemic era is growing very rapidly [1]. This is only to answer health protocols. This growth is supported by the ease of technology, information, and the rapid development of e-commerce. Indonesia has the largest population in Southeast Asia, this indicator is a promising market share. A large number of millennial populations causes online shopping activities to become an alternative to meet the needs of life. The goods delivery service industry will continue to grow along with the shift in consumer behavior who prefers to shop through ecommerce
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