PENGARUH STRATEGI PUBLIC RELATIONS TERHADAP CITRA PERUSAHAAN PADA PELANGGAN CV SURYA KOMPUTER

HERMAWAN, ALDI (2023) PENGARUH STRATEGI PUBLIC RELATIONS TERHADAP CITRA PERUSAHAAN PADA PELANGGAN CV SURYA KOMPUTER. S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui Pengaruh Strategi Public Relations Terhadap Citra Perusahaan (Studi Kasus CV.Surya Komputer Ciracas Jakarta Timur). Penelitian ini termasuk penelitian asosiatif kausal dengan menggunakan pendekatan kuantitatif. Sampel dalam penelitian sebanyak 57 responden. Teknik sampel yang digunakan incidental sampling sehingga diperoleh sampel sebanyak 56 responden. Data dikumpulkan dengan kuesioner yang telah diuji validitas dan reliabilitasnya. Teknik analisis data yang digunakan adalah regresi sederhana. Hasil dari penelitian ini yaitu dari hasil pengolahan data dengan uji t maka nilai t hitung variabel Strategi Public Relation (X) adalah sebesar 7.152 > t tabel 1.673, maka dapat disimpulkan bahwa hipotesis pertama diterima dan Hipotesis kedua ditolak. Artinya terdapat pengaruh Strategi Public Relation (X) terhadap Citra Perusahaan (Y), hal ini sejalan dengan penelitian yang dilakukan oleh (Marryana & Sigit, 2018) yang berjudul Pengaruh Strategi Public Relations Terhadap Citra Perusahaan, hasil dari penelitian ini pada analisis faktor pada variabel bebas sebesar 0,863. hasil analisis faktor pada variabel terikat diperoleh nilai sebesar 0,815. Strategi Public Relations Perum Produksi Film Negara (PFN) memiliki pengaruh cukup kuat dalam menumbuhkan citra perusahaan. Kata kunci: Strategi, Public, Relations Citra, Perusahaan ABSTRACT This study aims to determine the effect of Public Relations Strategy on Corporate Image (Case Study of CV. Surya Computer, Ciracas, East Jakarta). This research includes causal associative research using a quantitative approach. The sample in the study was 57 respondents. The sample technique used was incidental sampling so that a sample of 56 respondents was obtained. Data was collected using a questionnaire that had been tested for validity and reliability. The data analysis technique used is simple regression. The results of this study are from the results of data processing with the t test, the t value of the variable Public Relations Strategy (X) is 7,152 > t table 1,673, so it can be concluded that the first hypothesis is accepted and the second hypothesis is rejected. This means that there is an influence of the Public Relations Strategy (X) on Corporate Image (Y), this is in line with research conducted by (Marryana & Sigit, 2018) entitled Effects of Public Relations Strategy on Corporate Image, the results of this study on factor analysis on free of 0.863. the results of factor analysis on the dependent variable obtained a value of 0.815. The Public Relations Strategy of the State Film Production Corporation (PFN) has a fairly strong influence in growing the company's image. Keyword : Strategy, Public, Relations, Image, Company

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