Pengaruh Reputasi , Kedekatan Emosional, Dan Persepsi Keandalan Terhadap Niat Beli (Purchasing Intention) Jasa PT Pos Indonesia Di Kabupaten Ngawi
(1) Universitas Dharma AUB Surakarta
(2) Universitas Dharma AUB Surakarta
(3) Universitas Dharma AUB Surakarta
(*) Corresponding Author
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh reputasi, kedekatan emosional, dan persepsi keandalan terhadap niat beli jasa PT Pos Indonesia di Kabupaten Ngawi. Penelitian menggunakan pendekatan kuantitatif dengan metode survei, dan data dianalisis menggunakan regresi linier berganda. Hasil uji parsial menunjukkan bahwa reputasi, kedekatan emosional, dan persepsi keandalan masing-masing berpengaruh positif dan signifikan terhadap niat beli jasa. Variabel reputasi terbukti memiliki pengaruh paling dominan, yang menunjukkan bahwa kepercayaan dan citra positif PT Pos Indonesia masih menjadi faktor utama dalam mendorong niat pelanggan menggunakan jasa pengiriman. Persepsi keandalan juga berpengaruh positif dan signifikan terhadap niat beli jasa, yang mengindikasikan bahwa konsistensi layanan serta kesesuaian antara janji dan realisasi layanan menjadi faktor penting dalam membangun keyakinan pelanggan. Sementara itu, kedekatan emosional meskipun memiliki pengaruh relatif lebih kecil dibandingkan variabel lainnya, tetap berperan signifikan dalam memengaruhi niat beli, terutama melalui rasa nyaman, aman, dan perasaan dipahami oleh penyedia jasa. Hasil uji simultan (uji F) menunjukkan bahwa reputasi, kedekatan emosional, dan persepsi keandalan secara bersama-sama berpengaruh signifikan terhadap niat beli jasa PT Pos Indonesia. Nilai koefisien determinasi menunjukkan bahwa 68 persen variasi niat beli jasa dapat dijelaskan oleh ketiga variabel tersebut, sedangkan sisanya dipengaruhi oleh faktor lain di luar model penelitian. Temuan ini menegaskan bahwa reputasi, keandalan layanan, dan kedekatan emosional merupakan determinan penting dalam meningkatkan niat beli jasa PT Pos Indonesia.
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