Abstract
Rai Leathers is a local fashion company from Garut, Indonesia. Rai Leathers fashion products in the form of jackets, bags and wallets made from genuine leather that are environmentally friendly. In the midst of increasingly fierce competition in the industry, Rai Leathers was able to survive and increase its market share through the social media Instagram. Instagram is used as a cyber public relations strategy in order to create a positive image among customers. The purpose of this study was to analyze the role of cyber public relations strategy on product image among customers. The research method used is a quantitative descriptive approach. The number of samples was determined by purposive sampling method with a total of 75 people. Statistical analysis used is simple linear regression test. The results of the study obtained a significance number of 0.000 which means that cyber public relations (X) has a role in improving the image of Rai Leathers products (Y). This means that the cyber public relations strategy used by Rai Leathers through social media Instagram is considered to be able to improve product image among customers.
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