Whose Choice Is It? The Role of Attitude in Determining Customer's Intention to Use the Courier

Numerous researchers have centered their attention on attitude towards an intention to use services, but only a few have focused on attitude towards customer's intention to use the courier. This paper aims to better understand the product quality, price reasonableness as well as a brand image that influence the attitude, and lastly the role of attitude as a mediator towards consumer's intention to use a courier in Indonesia.A total of 100 questionnaires were obtained from customers through random sampling. Using an Ordinary Least Squares (OLS) approach which was intended to test the hypotheses; with a significance level p ≤ 0.05. The findings show that product quality and brand image are influencing the attitude of courier usage. The different results indicated that price reasonableness does not influence the attitude of courier usage, whereas the attitude able to act as a mediator to product quality, price reasonableness, and brand image towards the intention to use a courier.Concerning intention to use the courier, our findings support an attitude dimensions that represents a commitment to improving a product quality standard and positive perception of the brand image. The evidence is also found for the multidimensional attitude model of attitudes: that attitude predicted by the product quality has followed by an adoption common standard. Moreover, our results state that the brand image is stronger predictors of attitude than product quality and moreover price reasonableness that the dimensions of attitude toward a differential impact on intention to use a courier, with affective attitude appearing are more strongly related to intention. In summary, this study suggests that it is considerably more likely that attitudes will be closely related to actions. There's a need for future studies to extend the model of this research by adding other independent variables that are able to describe consumer demand