PENGARUH MARKETING PUBLIC RELATIONS HALODOC PADA MASA PANDEMI COVID 19 TERHADAP CITRA PERUSAHAAN DAN LOYALITAS PELANGGAN

RAMDANI, RISKA (2021) PENGARUH MARKETING PUBLIC RELATIONS HALODOC PADA MASA PANDEMI COVID 19 TERHADAP CITRA PERUSAHAAN DAN LOYALITAS PELANGGAN. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

ABSTRAK Ditengah Pandemi Covid-19 ini banyak perusahaan yang mengalami kesulitan untuk melakukan komunikasi kepada publiknya, ditengah kebijakan pemerintah untuk melakukan pembatasan sosial, Tetapi dari beberapa sektor bisnis yang mengalami penurunan akibat Covid-19 ada beberapa sektor bisnis yang justru mengalami peningkatan, hasil tersebut tidak terlepas dari upaya yang dilakukan oleh Public Relations Halodoc melalui kegiatan nya yaitu Marketing Public Relations, tujuan dari penelitian ini adalah untuk mengetahui sejauh mana pengaruh Marketing Public Relations terhadap citra perusahaan dan Loyalitas Pelanggan. Populasi dalam penelitian ini adalah pengguna Halodoc yang sudah mendownload aplikasi tersebut. Penarikan sampel menggunakan Accidental Sampling. Sampel dihitung menggunakan rumus Lameshow diperoleh sebanyak 100 responden. Metode pengumpulan data dilakukan dengan dokumentasi dan kuesioner. Metode analisis data penelitian ini menggunakan Path Analysis dengan tingkat signifikansi sebesar 5%. Hasil dari penelitian ini menunjukkan bahwa dari variable Marketing Public Relations yang berpengaruh positif terhadap Citra Perusahaan adalah Pemberitaan di Media dan Media Identitas, yang tidak berpengaruh positif terhadap Citra Perusahaan adalah Publikasi, Events, Kegiatan Sosial. Dan Citra Perusahaan berpengaruh positif terhadap Loyalitas Pelanggan. Serta dari Variable Marketing Public Relations tidak berpengaruh positif terhadap Loyalitas Pelanggan ==== ABSTRACT In the midst of the Covid-19 Pandemic, many companies are having difficulty communicating to the public, amid government policies to implement social restrictions, but from several business sectors that have decreased due to Covid-19, there are several business sectors that have actually increased, these results are inseparable From the efforts made by Halodoc Public Relations through its activities, namely Marketing Public Relations, the purpose of this study was to determine the extent of the influence of Marketing Public Relations on corporate image and customer loyalty. The population in this study are Halodoc users who have downloaded the application. Sampling using Accidental Sampling. The sample is calculated using the Lameshow formula obtained as many as 100 respondents. Methods of data collection is done by documentation and questionnaires. The data analysis method of this research uses Path Analysis with a significance level of 5%. The results of this study indicate that the marketing public relations variables that have a positive effect on corporate image are media coverage and identity media, those that do not have a positive effect on corporate image are publications, events, and social activities. And corporate image has a positive effect on customer loyalty. And from Variable Marketing Public Relations does not have a positive effect on Customer Loyalty

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