THE INFLUENCE OF SERVICE QUALITY PRICE & CORPORATE REPUTATION ON CHINESE CONSUMER PREFERENCE AT PT FRIENDSHIP LOGISTIC LINE

Abstract

This study was about the dominant factors influence Chinese consumer preference on PT Friendship Logistics Line Chinese consumer came to Indonesia to do international business, so a reliable freight forwarder is necessary in order to find the optimal freight forwarder that match Chinese consumer s needs, and also to improve the competi tiv eness of freight forwarders . In this thesis, the researcher used questionnaires with Likert scales and 1 50 samples as the quantitative method and SPSS 22 .0 to analyze the colle cted data. The research set s up 3 independent variables that might influence Chi nese consumer preference toward PT Friendship Logistics Line that are Service quality , Price , and Corporate reputation The result showed that Service quality and Price are the main factors that influence Chinese consumer preference toward PT Friendship Logistics Line . While c orporate reputation has no significant influence on Chinese consumer preference toward PT Friendship Logistics Line