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

DOI

10.2991/978-94-6463-443-3_64How to use a DOI?

Keywords

brand ambassador; brand image; intention for a transaction; promotional price

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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Aisah Aisah
AU  - Rulit Candra
AU  - Ratih Hurriyati
AU  - Moch. Adib Sultan
PY  - 2024
DA  - 2024/06/26
TI  - Promotional Pricing Strategy, Brand Image, and Brand Ambassadorship of a Company on Customer intention to Transaction for Courier Services
BT  - Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
PB  - Atlantis Press
SP  - 496
EP  - 502
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-443-3_64
DO  - 10.2991/978-94-6463-443-3_64
ID  - Aisah2024
ER  -