PENGARUH MARKETING PUBLIC RELATIONS DAN IMAGETERHADAP CUSTOMER LOYALTY (Studi PengaruhMarketing Public Relations “Social Kitchen Lounge” dalam Membangun Image terhadap Customer Loyalty)

Sagita, Virginia Ayu (2017) PENGARUH MARKETING PUBLIC RELATIONS DAN IMAGETERHADAP CUSTOMER LOYALTY (Studi PengaruhMarketing Public Relations “Social Kitchen Lounge” dalam Membangun Image terhadap Customer Loyalty). Masters thesis, Universitas Sebelas Maret.

[img] PDF - Published Version
Download (406Kb)

    Abstract

    THE INFLUENCE OF PUBLIC RELATIONSMARKETING ANDIMAGETOWARDCUSTOMER LOYALTY (A Study on the Influence of Public Relations Marketing “Social Kitchen Lounge” in Building Image toward Customer Loyalty) Virginia Ayu Sagita, Sri Hastjardjo, Yulius Slamet Virginia.virgiin@gmail.com Postgraduate- Magister of Communication Science Sebelas Maret University, Surakarta Abstract This study aims to find out the effects of public relations marketing and image stimulus carried out by social kitchen lounge in Solo toward customer loyalty. Social kitchen lounge is a nightspot at Solo. Negative image is always attached to a lounge, bar, and nightclub. The study emphasizes on what effects are occurred after receiving the stimulus of public relations marketing and image. Method of the study is quantitative. Sampling technique used is accidental sampling and 96 respondents are obtained by using sample size calculation for unknown population and using path analysis with variable X1 (Public relations marketing), variable X2 (Image), and variable Y (Customer loyalty). Results show that there is direct influence of public relations marketing and image toward the customer loyalty. It is known that t statistic (1.773) < t table (1.985) atau Sig.(0.080) < 0.05. Consequently, it could be decided that H0 is rejected and H1 is accepted. It means that the public relations marketing influences the customer loyalty. It is recognized that the value of F statisticis 93.780 with significance of 0.000. Whereas the value of F table with df 1=2 and df 2=93 in the significance of 5% is 2.700. Thus, it is identified that F statistic (29.033) > F table (2.700) or Sig. (0.000) < 0.05, which means that the independent variables influence significantly to the dependent variable. Keywords: Public relations marketing, Image, Customer loyalty

    Item Type: Thesis (Masters)
    Subjects: H Social Sciences > H Social Sciences (General)
    Divisions: Pascasarjana > Magister
    Depositing User: Gun Gun Gunawan
    Date Deposited: 22 Nov 2017 14:07
    Last Modified: 22 Nov 2017 14:07
    URI: https://eprints.uns.ac.id/id/eprint/36154

    Actions (login required)

    View Item