Pengaruh Marketing Public Relations Terhadap Citra Perusahaan Dan Dampaknya Terhadap Loyalitas Pelanggan (Survei pada Pelanggan Toyota Auto 2000 Jl. Letjend Sutoyo No.25, Malang)

Authors

  • Tri Akbar Vellayati

Abstract

The research aims to know and to explain the impact of marketing public relations whish are consist of publication variable, events, sponsorship, news, speech, social act, and media identity for the corporate image, moreover to knows and explain the impact of the toyota’s corporate image for it’s customer loyalty. The research method used in this study is explanatory research. The total sample is 116 customer Toyota Auto 2000 Sutoyo, Malang. The sampling technique used is accidental sampling.The data collection method conducted by questionnaire. Analysis of the data in this research uses descriptive analysis and path analysis. Result of this research is showed that variables from marketing public relations which gives significat impact for the Toyota’s corporate image are publication, sponsorship, news, speech, and media indentity and for the event variable and social acts does not give a significant effect for the Toyota’s corporate image, and Toyota’s corporate image is impacted significantly for the Toyota’s customer loyalty. Keywords : Marketing Public Relations, Corporate Image, Customer LoyaltyAbstrak Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh marketing public relations yang terdiri dari variabel publikasi, events, sponsorship, berita, pidato, kegiatan sosial, dan media identitas terhadap citra perusahaan Toyota, serta untuk mengetahui dan menjelaskan pengaruh citra perusahaan Toyota terhadap loyalitas pelanggan Toyota. Jenis penelitian yang digunakan adalah explanatory research. Sampel sebanyak 116 orang pelanggan Toyota Auto2000 Sutoyo, Malang. Teknik pengambilan sampel menggunakan accidental sampling. Metode pengumpulan data menggunakan kuesioner. Analisis data menggunakan analisis deskriptif dan path analysis. Hasil dari penelitian ini menunjukkan bahwa variabel dari marketing public relations yang berpengaruh signifikan terhadap citra perusahaan Toyota adalah  publikasi, sponsorship, berita, pidato, dan media identitas, sedangkan event dan kegiatan sosial tidak berpengaruh signifikan terhadap citra perusahaan Toyota, dan Citra perusahaan Toyota berpengaruh signifikan terhadap loyalitas pelanggan Toyota Kata kunci : Marketing Public Relations, Citra Perusahaan, Loyalitas Pelanggan

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Published

2014-07-01

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Articles