SAUMIMA, NISA (2024) PENGARUH IMPLEMENTASI AKTIVITAS PUBLIC RELATIONS TERHADAP KEPERCAYAAN KONSUMEN INDOMARET CABANG BOGOR 1 DI TENGAH “PANDEMI COVID-19” (Survey pada konsumen bulan Oktober s.d Desember 2022). S1 thesis, Universitas Mercu Buana-Menteng.
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Abstract
Pandemi Covid-19 yang mewabah di Indonesia membawa pengaruh pada kepercayaan konsumen yang merasa lebih aman belanja tanpa kontak fisik. Indomaret Cabang Bogor 1 yang beroperasi melalui minimarket dengan sistem transaksi secara langsung antara karyawan dengan konsumen, berupaya untuk mempertahankan konsumen agar tetap belanja di Indomaret Cabang Bogor 1 pada masa pandemi Covid-19 melalui aktivitas public relations. Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh implementasi aktivitas public relations terhadap kepercayaan konsumen. Teori yang digunakan dalam penelitian ini menggunakan teori : Komunikasi, Aktivitas Public Relations, Publikasi, CSR, dan Kepercayaan Konsumen. Variabel dalam penelitian ini terdiri dari aktivitas public relations sebagai variabel bebas yang memiliki 2 dimensi yaitu publikasi dan Corporate Social Responsibility (CSR), kemudian kepercayaan konsumen sebagai variabel terikat yang memiliki 4 dimensi yaitu benelovence (kesungguhan), ability (kemampuan), integrity (integritas), dan willingness to depend. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survey. Jumlah sampel dalam penelitian ini 100 responden konsumen Indomaret Cabang Bogor 1 dengan teknik penarikan sampel convenience sampling. Teknik pengumpulan data menggunakan metode survey dengan menyebarkan kuesioner digital google form. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh antara aktivitas public relations terhadap kepercayaan konsumen. Berdasarkan analisis data uji korelasi menunjukkan tingkat hubungan yang kuat dan saling berkorelasi. Hasil uji regresi linear sederhana menunjukkan pengaruh positif signifikan dan nilai R Square sebesar 0.543. Dengan demikian dapat disimpulkan bahwa pengaruh aktivitas public relations terhadap kepercayaan konsumen sebesar 54.3%. The Covid-19 pandemic that has plagued Indonesia has had an impact on consumer confidence that feels safer shopping without physical contact. Indomaret Bogor Branch 1, which operates through minimarkets with a direct transaction system between employees and consumers, strives to keep consumers shopping at Indomaret Bogor Branch 1 during the Covid-19 pandemic through public relations activities. This study aims to determine and explain the effect of the implementation of public relations activities on consumer confidence. The theory used in this study uses theories: Communication, Public Relations Activities, Publications, CSR, and Consumer Trust. The variables in this study consist of public relations activities as independent variables that have 2 dimensions, namely publication and Corporate Social Responsibility (CSR), then consumer trust as a dependent variable that has 4 dimensions, namely benelovence, ability, integrity , and willingness to depend. This research uses a quantitative approach with survey methods. The number of samples in this study was 100 respondents of Indomaret Bogor Branch 1 consumers with convenience sampling techniques. Data collection techniques use survey methods by distributing digital questionnaires google form. The results of this study show that there is an influence between public relations activities on consumer confidence. Based on the analysis of correlation test data shows a strong and mutually correlated level of relationship. The results of a simple linear regression test showed a significant positive influence and an R Square value of 0.543. Thus, it can be concluded that the influence of public relations activities on consumer confidence is 54.3%.
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 44217110089 |
| Uncontrolled Keywords: | Aktivitas Public Relations, Publikasi, Corporate Social Responsibility (CSR), Kepercayaan Konsumen, Penelitian Kuantitatif Public Relations Activities, Publications, Corporate Social Responsibility (CSR), Consumer Trust, Quantitative Research |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | SILMI KAFFA MARISKA |
| Date Deposited: | 26 Feb 2024 04:04 |
| Last Modified: | 26 Feb 2024 04:04 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/86519 |
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