THE INFLUENCE OF MARKETING COMMUNICATIONS AND CONSUMER TRUST ON THE INTEREST OF USERS OF J&T EXPRESS SERVICES IN LUMAJANG

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E-ISSN : 2622-304X, P-ISSN : 2622-3031 Available online at:

http://proceedings.stiewidyagamalumajang.ac.id/index.php/progress

Progress Conference Volume 4 , Number 1 , September 2021| 145

THE INFLUENCE OF MARKETING COMMUNICATIONS AND CONSUMER TRUST ON THE INTEREST OF USERS OF J&T EXPRESS SERVICES IN LUMAJANG

Hesti Irnanta

STIE Widya Gama Lumajang Email: [email protected]

Abstract

This study aims to examine and analyze the effect of marketing communication on the interests of users of J&T Express services; to test and analyze the effect of consumer confidence on the interests of users of J&T Express services. This research is quantitative with a sample of 80 respondents who have met the citeria with a significance level of 5%. The study was conducted using primary and secondary data which was then processed by multiple linier regression analysis methods. The results of this study indicate that marketing communication has a positive and significant influence on user interest in the J&T Express company, consumer trust has an influence on user interest in the J&T Express company.

Keyword: Marketing communication, consumer trust, and interest.

INTRODUCTION

Along with the development of the times with so many increasingly sophisticated technological advances, in Indonesia many consumers are buying goods online. Because buying goods online makes it easier for consumers to get the goods they want to buy. There are also other factors that make consumers buy goods online, namely where the goods are purchased far away and the goods are also rare and also the current condition, namely the covid 19 pandemic which does not allow everyone to shop here and there, so that way they don’t have to go out. Home to buy these items.

This situation is used by companies in Indonesia, especially companies in the service sector.

Service companies are companies that provide various services, especially in the service sector to meet the needs of the community. Service companies are companies that operate in the field of various services that prioritize comfort or enjoyment to people in need (Shatu, 2016:37). One of them is the J&T Express company which is located in Lumajang Regency. This J&T Express company is one of the companies in the service sector. More precisely services as delivery of goods. This company is often used by consumers for online delivery of goods. The company can be said to be quite good in terms of marketing, because quite a lot of consumers use the services of this J&T Express. In addition to the speed of delivery, J&T also prioritizes the comfort of its consumers. Because then this company will be in demand by many consumers and develop well over time. Even now, the company is growing and opening branches in certain areas.

In shipping companies, there is superior competition among other expeditions, namely JNE and J&T Express. These two companies continue to provide service innovations. J&T Express introduces some of its best superior services, through the slogan “Express Your Online Business”

which means J&T Express invites business people to make online transactions more often. The goal is to encourage online businesses to continue to grow by using a reliable, fast and worry-free delivery service.

At this time the delivery of goods or expeditions is increasingly popping up. The high interest of consumers for online shopping makes expedition services become overloaded for shipping goods.

This gave rise to many new expeditions that sprung up, both nationally and locally. Peter and Olson (2010:204) explain that interest is a motivation from within a person and to do something

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Progress Conference Volume 4 , Number 1 , September 2021| 146 without any coercion from other parties. Peter and Olson (2010: 180) explain that basically interest is a form of acceptance between relationships within oneself and those that occur outside oneself, the greater the relationship, the greater the interest. It can be interpreted that interest is a will that is obtained from perception in a choice.

Phenomenon in the field of marketing, communication has a very important role to help companies in marketing activities. With communication, marketing activities will run as expected so that the company’s goals can be achieved properly, one of which is in the buying process. In marketing there is also service marketing, which is related to promises made to consumers and kept. From the strategic framework, it is also known as the service triangle which can strengthen the importance of people in a company to keep promises of consumers and succeed in building good relationships with consumers (Zeithaml and Bitner, 2008). The most important thing in marketing this service is service quality, namely the total experience that can only be assessed by consumers or in terms of the level of performance excellence (Zeithaml and Bitner, 2008). This research is based on marketing communication in the company’s strategy in order to facilitate all company activities. The better the company’s marketing communications, the more consumers will understand what the company provides.

In service marketing there is also marketing communication, this marketing communication can later influence consumers and foster a sense of interest in the products or services offered by the company. Marketing communication is a marketing activity that informs, influences or persuades, and reminds the target market of a company or product so that they can accept, buy, and be loyal to the products/services offered by the company concerned (Tjiptono, 2019: 170). It can be interpreted that marketing communication is an activity of marketing related to product/service information for companies to consumers. This information becomes information that is important and needed by consumers. With regard to service details, prices and the added value of the services delivered can attract users’ interest, then gradually marketing communications can affect user interest. This is supported by research by Moniaga and Paputungan (2017) which shows the results that marketing communication has a positive and significant influence on buying interest.

Communication between the communicator and the communicant must trust each other, if there is no element of mutual trust between the two parties it will hinder communication. Consumer trust is a consumer’s belief in what the consumer knows. Rofic (Priansa, 2017:116) defines trust, which is a person’s belief in something to certain parties, that the party can be trusted in carrying out the mandate of the consumer properly. In this marketing communication, honesty from each company is also very much needed because it has a reciprocal effect on the company, of course, it will have a positive impact on the company’s development in the future. And this will create a sense of consumer interest because consumers feel comfortable with the trust of the company. This statement is supported by Tilaar, et al, (2018) which results in research that trust has a positive and significant effect on consumer interest.

METHOD

This type of research uses quantitative research. The sampling technique in this study uses a purposive sampling technique, which is where the sample is drawn from the population based on several criteria made by the researcher, with the criteria in this study as follows: 1) Consumers who have used J&T Express services. 2) Consumers who have an age range of 17-60 years. The number of samples that can be taken according to the total population (N) of 320 are 80 samples (S).

RESULTS AND DISCUSSION

Marketing communication is defined as a combination of elements of the overall marketing mix that is disseminated to consumers. Tests conducted on the J&T Express company show that marketing communication has a significant influence on the interest of users of J&T Express services in Lumajang district. These results are in accordance with the research of Moniaga and

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Progress Conference Volume 4 , Number 1 , September 2021| 147 Paputungan (2017) showing the results of their research that marketing communication has a positive and significant influence on interest. Nurjannah Hatta (2018) states in his research that marketing communication has a positive and significant influence on buying interest.

Marketing communication within the J&T Express company is used as one of the company’s development processes. Among them such as advertising, sales promotion and others. At the J&T Express company, the company uses the Brand Ambassador as a sales promotion medium. And this can make consumers more interested in what the company provides.

Consumer trust is the overall insight or consumer summary obtained by consumers about objects, benefits and others. Tests conducted on the J&T Express company show that consumer trust has a significant influence on the interest of users of J&T Express services in Lumajang district. These results are in accordance with the research of Rakhmawati and Isharijadi (2013) showing the results of their research that trust has a positive and significant effect on interest in use. Setyawan and Japarianto (2014) show the results of their research that trust has a significant effect on interest. Yusnidar, Samsir, and Restuti (2014) show the results of their research that trust has a significant effect on buying interest. Nangi and Sukaatmadja (2015) show the results of their research that trust has a positive and significant effect on interest. Noorlaily Fitdiarini (2015) shows the results of his research that trust has a significant effect on repurchase interest. Anwar and Adidarma (2016) show the results of their research that trust has a significant effect on consumer buying interest. Algamar Putra (2017) shows the results of his research that brand trust has been said to be acceptable, it is evident that seen from the indicators that the researcher gave, the highest score on the Dimension of intentionality indicator. Arista and Astuti (2017) show the results of their research that brand trust has a significant effect on buying interest. Tilaar, Lapian, and Roring (2018) show the results of their research that Trust and Motivation have a positive and significant influence on online buying interest.

Consumer trust is one of the goals of every company, especially companies engaged in services such as J&T Express. The provision of the ultimate or optimal service has its own psychological impact for consumers. This impact creates a sense of satisfaction that can increase strong trust in services. In the J&T Express service, Lumajang Regency has good services such as a pick-up order, which means picking up goods to be sent from the prospective sender’s place so that consumers will feel more comfortable and safe. Guaranteed pick-up of goods to be sent increasingly makes consumers believe that the goods to be sent can arrive at their destination in safe conditions. In addition, there is a Cash On Delivery (COD) system or a payment system on the spot, this is a system implemented by the J&T Express company as a proof of trust in the delivery of goods. In Cash On Delivery (COD), consumers can buy goods and pay for them on the spot or pay after the goods arrive in the hands of consumers. This can increase consumer confidence because with the Cash On Delivery (COD) system, consumers

CONCLUSION

Based on the results of the analysis on the effect of marketing communication and consumer trust on user interest with the method of testing multiple linear regression analysis and partial testing, it can be concluded as follows:

a. Marketing communication has a significant influence on user interest. Marketing communication within the J&T Express company is used as one of the company’s development processes. Among them such as advertising, sales promotion and others. At the J&T Express company, the company uses the Brand Ambassador as a sales promotion medium. And this can make consumers more interested in what the company provides.

b. Consumer trust has a significant influence on user interest. Consumer trust is one of the goals of every company, especially companies engaged in services such as J&T Express. The provision of the ultimate or optimal service has its own psychological impact for consumers.

This impact creates a sense of satisfaction that can increase strong trust in services.

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