PENGARUH MARKETING PUBLIC RELATIONS TERHADAP BRAND IMAGE DAN LOYALITAS PELANGGANDI STUDIO ALAM TV9 MATARAM
DOI:
https://doi.org/10.29303/jmm.v6i1.22Abstract
This research is aimed at determining and explaining the effect of public relations marketing on the brand image and customers loyalty at Studio Alam TV9. This research is an explanatory research with quantitative approach. This research employed three variables of Public Relations Marketing, Brand Image, and Customers loyalty. The visitors of Studio Alam TV9 that have visited twice or more are the populations of this study. 110 visitors are the respondents of this research selected through purposive random sampling to which the questioners were distributed. The data were analyzed using path analysis. Based on that path analyzed the research showed that public relation marketing has direct and significant effect on Brand Image. And the brand Image has direct and significant effect on the customers loyalty. Beside that it is found that public relation marketing has indirect but significant effect of the customers loyalty through brand image. It is suggested that TV9 maintain and improve the public relation marketing ti improve the brand image and make the customers loyalty.Keywords: Marketing Public Relation, Brand Image, Customer Loyalty
Downloads
Published
2017-03-09
How to Cite
Wahyuddin, A., & Athar, H. S. (2017). PENGARUH MARKETING PUBLIC RELATIONS TERHADAP BRAND IMAGE DAN LOYALITAS PELANGGANDI STUDIO ALAM TV9 MATARAM. Jurnal Magister Manajemen, 6(1). https://doi.org/10.29303/jmm.v6i1.22
Issue
Section
Articles
License
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a CC BY 4.0. This license allows authors to use all articles, data sets, graphics, and appendices in data mining applications, search engines, web sites, blogs, and other platforms by providing an appropriate reference. The journal allows the author(s) to hold the copyright without restrictions and will retain publishing rights without restrictions.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in JMM.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
