Abstract
This research is aimed at determining and explaining the effect of public relations marketing on the brand image and customers loyalty at Studio Alam TV9. This research is an explanatory research with quantitative approach. This research employed three variables of Public Relations Marketing, Brand Image, and Customers loyalty. The visitors of Studio Alam TV9 that have visited twice or more are the populations of this study. 110 visitors are the respondents of this research selected through purposive random sampling to which the questioners were distributed. The data were analyzed using path analysis. Based on that path analyzed the research showed that public relation marketing has direct and significant effect on Brand Image. And the brand Image has direct and significant effect on the customers loyalty. Beside that it is found that public relation marketing has indirect but significant effect of the customers loyalty through brand image. It is suggested that TV9 maintain and improve the public relation marketing ti improve the brand image and make the customers loyalty.Keywords: Marketing Public Relation, Brand Image, Customer Loyalty
Highlights
This research is aimed at determining and explaining the effect of public relations marketing on the brand image and customers loyalty at Studio Alam TV9
This research is an explanatory research with quantitative approach
The visitors of Studio Alam TV9 that have visited twice or more are the populations of this study. 110 visitors are the respondents of this research selected through purposive random sampling to which the questioners were distributed
Summary
Berdasarkan tabel di atas dapat dilihat bahwa semakin lama pengunjung Studio Alam TV9 mengalami peningkatan. Marketing Public Relations adalah suatu proses pemasaran yang dilakukan melalui komunikasi yang baik mengenai informasi dari perusahaan terhadap citra merek (brand image) pada suatu produk tertentu (Thomas M.Harris dalam Soemirat dan Ardianto 2008:154). Fenomena inilah yang menarik perhatian peneliti untuk melakukan penelitian yang dalam studi ini berjudul“Pengaruh Marketing Public Relations Terhadap Brand Image Dan Loyalitas Pelanggan Di Studio Alam TV9 Mataram”. Loyalitas konsumen menurut Arnould (dalam Sulistiadi,2010) adalah komitmen pelanggan bertahan secara mendalam untuk berlangganan kembali atau melakukan pembelian ulang produk atau jasa terpilih secara konsisten dimasa yang akan datang, meskipun pengaruh situasi dan usaha-usaha pemasaran mempunyai potensi penyebabkan perubahan perilaku. Berdasarkan uraian di atas dapat dirumuskan bahwa ciri-ciri Pelanggan yang loyal adalah melakukan pembelian ulang danteratur,membeli antar lini produk atau jasa, merekomendasikan kepada orang lain, menunjukkan kekebalan terhadap tarikan pesaing.
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