Pengaruh Price, Brand Image, dan Service Responsiveness Terhadap Freight Forwarding Selection Decision Melalui Customer Perceived Value

Abstract

This research investigates how Price, Brand Image, and Service Responsiveness influence the Freight Forwarding Selection Decision, with Customer Perceived Value functioning as a mediating variable among customers who use PT. X’s freight forwarding services. The study was motivated by a 47.32% decline in PT. X’s export shipment volume, falling from 112 containers in January to 59 containers in July 2026, even as national export activity continued to grow. An explanatory research design using a quantitative approach was employed. Questionnaires were administered to 100 respondents who had experience using freight forwarding services for export activities, and the sample was chosen through purposive sampling. The collected data were analyzed with Structural Equation Modeling–Partial Least Squares (PLS-SEM) using SmartPLS 4.0. The findings indicate that all hypotheses from H1 through H10 were accepted. Price, Brand Image, and Service Responsiveness each exert positive and statistically significant effects on both Customer Perceived Value and the Freight Forwarding Selection Decision. Customer Perceived Value also shows a positive and significant impact on the Freight Forwarding Selection Decision, with a path coefficient of 0.398, the strongest direct effect in the model. Service Responsiveness emerges as the strongest driver of Customer Perceived Value, with a coefficient of 0.338. In addition, Customer Perceived Value significantly mediates the effects of Price, Brand Image, and Service Responsiveness on the Freight Forwarding Selection Decision, with indirect effects of 0.092, 0.100, and 0.135, respectively. The R² value of 0.692 suggests that Price, Brand Image, Service Responsiveness, and Customer Perceived Value account for 69.2% of the variance in the Freight Forwarding Selection Decision, while the R² value for Customer Perceived Value is 0.422. Overall, these results imply that customers’ choices of freight forwarding services depend not only on price, but also on corporate image, service responsiveness, and the value customers perceive.