ANALISIS PENGARUH PUBLIC RELATION PERCEPTION DAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY  (STUDI PADA KONSUMEN INDOSAT DI KOTA SEMARANG)

Dwi Prawani Sri Redjeki; Jefri Heridiansyah

doi:10.34152/fe.12.2.47-67

ANALISIS PENGARUH PUBLIC RELATION PERCEPTION DAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY (STUDI PADA KONSUMEN INDOSAT DI KOTA SEMARANG)

Dwi Prawani Sri Redjeki, Jefri Heridiansyah

Abstract

This research examines the influence of consumer perception about public relation activity of a company to customer loyalty and test effect brand image to customer loyalty. This study uses questionnaires as a medium to collect data from consumers. Questionnaires were distributed to 40 Indosat customers in Semarang City who have used or used Indosat for at least 1 (one) year.

The results of this study show that consumer perceptions of public relations activities of a company have a positive effect on customer loyalty. The influence of public relation perception (PRP) on customer loyalty will be more powerful and significant if the brand image is high. If the image brand is low, the influence of PRP on customer loyalty is meaningless. Public relations perception positively affects customer loyalty, meaning that the lower the perception of consumers about public relations activities of a company will be lower the level of customer loyalty. Conversely, the higher the public relation perception of a company in the eyes of its customers, the higher the level of customer loyalty.

Brand image has a positive effect on customer loyalty. That is, when consumers have a high brand image of a product, will increase customer loyalty. Conversely, when consumers have a low brand image in mind, it will have a small effect on customer loyalty

Keywords

Public Relation Perception; Brand Image and Customer Loyalty;

Full Text:

PDF

References

Aaker, J.L. (1997), Dimension Of Brand Personality, Journal of Marketing Research, Vol.34, No. 3, pp. 347-57.

Alma, H Buchari (2002).Manajemen Pemasaran dan Pemasaran Jasa. (Ed. Revisi). Bandung: CV. Alfabeta

Chaudhuri, A. and Holbrook, M.B. (2001).The Chain of Effects From Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty, Journal of Marketing, Vol. 65, No. 2, pp.81-93.

Cultip, S.M., Center, A.H. and Broom, G.M. (1985), Effective Public Relations, Prentice-Hall, Englewood Cliffs, NJ.

Devellis, R.F. (1991), Scale Development: Theories and Application, Sage, Newbury Park, CA.

Dutton, J.E., Dukerich, H.M. and Harquailn, C.V. (1994), Organizational Images and Member Identification, Administrative Science Quarterly, Vol. 39, No.2, pp.239-63.

Foss, B. and Stone, M. (2001), Succesfull Customer Relationship Marketing, Kogan Page. London.

Grunig, J.E. and Hunt, T.T. (1984), Managing Public Relations, Holt, Rinehart and Winston, New York, NY.

Keller, K.L. (1993), Conceptualizing, Measuring, and Managing Customer-based Brand Equity, Journal of Marketing, Vol. 57, No.l, pp. 1-22.

Keller, K.L. (1999), Managing Brand For the Long Run: Brand Reinforcement and Revitalization Strategies, California Management Review, Vol. 41, No. 3, pp 102-24.

Kitchen, P.J. (1997), Was Public Relations a Prelude to Corporate Communications, Corporate Communications, Vol. 2, No. 1, pp. 22-30.

Kotler, Philip and Gary Amstrong (2005).Principle of Marketing.10th Edition New Jersey. Printice-Hall, Inc.

Kotler, Philip and Gary Amstrong (2003).Marketing Management.International Edition. New Jersey. Printice-Hall, Inc.

Leuthesser, L. Kohli, C.S., and Harich, K.R. (1995).Brand Equity: The Hallo Effect Measure, European Journal of Marketing, Vol. 29, No.4, pp. 57-66.

Lovelock, Christopher and Jochen Wirtz (2004).Services Marketing.5th Edition.Pearson Prentice Hall.

Oliver, R.L. (1999), Whence Customer Loyalty.Journal of Marketing, Vol. 63, Special Issue, pp.20-38

Park, C.W., Jaworski, B.J. and Maclnnis, D.J. (1986), Strategic Brand Concept-image Management, Journal of Marketing, Vol. 50, No. 4, pp. 135-45.

Petty, R.E. and Cacioppo, J.T. (1986).The Elaboration Likelihood Model of Persuasion, in Berkowitz, L. (Ed.), Advances in Experimental Social Psychology, Vol. 19, Academic Press, San Diego, CA, pp. 123-205.

Sallot, L.M. (2002). What the PublicThinks About Public Relations: an Impression Management Experiment, Journal & Mass Communication Quarterly, Vol. 79, No. l,pp. 150-71.

Sekaran, Uma (2003). Research Methods For Bussiness. Hoboken, NJ: John Wiley & Sons.

Sen , S. and Bhattacharya, C.B. (2001). Does Doing Good Always Lead to Doing Better Consumer Reactions to Corporate Social Responsibility, Journal of Marketing Research, Vol. 38, No. 2, pp. 225-44.

Tien Hsieh, An. and Kai Li, Chung. (2008). The Moderating Effect of Brand Image on Public Relations Perception and Customer Loyalty. Journal of Marketing Intelligence and Planning, Vol. 26, No. 1, pp. 26-42.

Webb, D.J. and Mohr, L.A (1998).A Typology of Consumer Responses to Cause-related Marketing: From Skeptics to Socially Concerned, Journal of Public Policy & Marketing, Vol. 17, No. 2, pp. 226-38.

Yi, Y. and La, S. (2004). What Influences the Relationship Between Customer Satisfaction and Repurchase Intention Investigating the Effects of Adjusted Expextations and Customer Loyalty. Psychology and Marketing, 21 (S), 351-373.

Zeithaml, V.A., Berry, L.L., and Parasuraman, A. (1996).The Behaviour Consequences of Service Quality, Journal of Marketing, Vol. 60, No. 2, pp. 31-46.

DOI: https://doi.org/10.34152/fe.12.2.47-67