PENGARUH MARKETING PUBLIC RELATIONS TERHADAP BRAND IMAGE DAN LOYALITAS PELANGGAN (Survei Pada Wisatawan Taman Rekreasi Selecta, Batu) - Rehulina Desviora Sitepu (Jurnal Administrasi Bisnis, 2015)
This research aims to: investigate the influence of Marketing Public Relations on Brand Image, investigate the influence of Brand Image on Customer Loyalty and investigate the influence of Marketing Public Relations on Customer Loyalty. The research method that used is explanatory research with quantitative approach. Variables that used in this research are Marketing Public Relations, Brand Image, and Customer Loyalty. The respondents of this research are the visitors of Selecta Recreational Park who visit at least twice. The total sample of 112 respondents were taken using purposive sampling techniques and using questionare for collecting data. Descriptive analysis and path analysis was used in this reseach for analysing the data.The results of path analysis shows that: Marketing Public Relations has direct influence and significant on Brand Image, Brand Image has direct influence and significant on Customer Loyalty, Marketing Public Relation has influence but not sifnificant on Customer Loyalty. Therefore, Selecta Recreational Park should maintain and increase their Marketing Public Relation in order to increase their Brand Image to create their Customer Loyalty. Keywords: Marketing Public Relation, Brand Image, Customer Loyalty ABSTRAK Tujuan dari penelitian ini yaitu mengetahui dan menjelaskan: pengaruh Marketing Public Relations terhadap Brand Image perusahaan, pengaruh Brand Image terhadap Loyalitas Pelanggan dan pengaruh Marketing Public Relations terhadap Loyalitas Pelanggan. Jenis penelitian yang dipakai menggunakan penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Penelitian ini menggunakan 3 variabel yaitu Marketing Public Relations, Brand Image dan Loyalitas Pelanggan. Wisatawan Taman Rekreasi Selecta yang sudah melakukan kunjungan minimal 2 kali merupakan populasi yang digunakan dalam penelitian ini. Sebanyak 112 orang responden dijadikan sebagai sampel. Sampel tersebut diambil menggunakan teknik purposive sampling serta menggunakan kuesioner sebagai metode pengambilan data. Analisis deskriptif dan analisis jalur (path analysis) merupakan analisis data yang digunakan dalam penelitin ini. Berdasarkan hasil analisis jalur (path analysis) yang telah dilakukan menunjukkan bahwa: Marketing Public Relations memiliki pengaruh yang langsung dan signifikan terhadap Brand Image. Brand Image memiliki pengaruh yang langsung dan signifikan terhadap Loyalitas Pelanggan. Sedangkan Marketing Public Relations memiliki pengaruh namun tidak signifikan terhadap Loyalitas Pelanggan. Kata Kunci: Marketing Public Relations, Brand Image, Loyalitas Pelanggan