The Impact of Word of Mouth and Brand Image on Purchase Decisions of the Tanjung Priok Branch Courier Company

Sekar Widyastuti Pratiwi (Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia)
Sesaria Mardhiani Rachma Puspita (Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia)
Adit Taufiqurrahman (Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia)
Radifan Fadhli Prasetyo (Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia)

Jurnal Ekonomi Manajemen Sistem Informasi
Vol. 6 No. 6 (2025): Jurnal Ekonomi Manajemen Sistem Informasi (Juli - Agustus 2025)

This study examines the effect of word of mouth and brand image on purchasing decisions for courier companies. The population of this study were users of Indah Logistik Cargo services in the Tanjung Priok branch. The sampling technique used is random sampling which has been determined by the researcher using Hair's formula, namely 108 service users of Indah Logistik Cargo, Tanjung Priok branch. Using a survey instrument and survey methodology, data was gathered. The technique for analyzing the data is multiple regression analysis. Statistical testing is done in two ways: partial testing (t-test) and simultaneous testing (f-test). Word of mouth had a partial positive effect and a significant impact on purchasing decisions, according to the results. Purchasing decisions are positively and significantly impacted by brand image. Word-of-mouth and brand image have a substantial and considerable impact on purchasing decisions at the same time, independent of each other.