Pengaruh Public Relations Terhadap Brand Image (studi Kasus Pada Aston Braga Hotel & Residence Bandung Tahun 2018)

Abstract

ABSTRACT Aston Braga Hotel Residence Bandung & is a service company that moves in the field of hospitality. Corporate image needed to face competition with competitors, from it to Aston Braga Hotel & Residence need Public Relations to create the corporate image and better known by the public. The purpose of this research was to know how Public Relations based on respondent, how the Brand Image based on respondent, and how great the influence of Public Relations against the Brand Image of Aston Braga Hotel & Residence. This research is a descriptive method quantitative research and verifikatif. The research sample is 100 respondents who know the Activities Public Relations Aston Braga Hotel & Residence Bandung. Data collection tools used are questionnaire, observation, and study of the literature. The results of a questionnaire processed spread through the help of microsoft excel 2013 and SPSS version 23. data analysis techniques used in this study is a simple linear regression with the help of SPSS software version 23. The research results The influence of Public Relations against the Brand Image of 95.1% while the rest is a. 4.9% is explained by other variables that are not described in the model presented in this study, such as Brand Ambassador, Brand Awareness, and Brand Equity.

Keywords: Public Relations, Brand Image

ABSTRAK Aston Braga Hotel & Residence Bandung merupakan perusahaan jasa yang bergerak di bidang perhotelan. Citra perusahaan dibutuhkan untuk menghadapi persaingan dengan kompetitor, dari hal itu Aston Braga Hotel & Residence membutuhkan Public Relations untuk membuat Citra Perusahaan lebih baik dan dikenal oleh masyarakat. Tujuan penelitian ini untuk mengetahui bagaimana Public Relations menurut persepsi konsumen, bagaimana Brand Image menurut persepsi konsumen, dan seberapa besar pengaruh Public Relations terhadap Brand Image Aston Braga Hotel & Residence. Penelitian ini merupakan penelitian kuantitatif dengan metode deskriptif kausal dan verifikatif. Sampel penelitian adalah 100 responden yang mengetahui kegitan Public Relations Aston Braga Hotel & Residence Bandung. Alat pengumpulan data yang digunakan adalah kuisioner, observasi, dan studi pustaka. Hasil penyebaran kuisioner diolah melalui bantuan microsoft excel 2013 dan SPSS versi 23.Teknik analisis data yang digunakan dalam penelitian ini yaitu regresi linier sederhana dengan bantuan software SPSS versi 23. Hasil penelitian mengungkapkan besarnya Pengaruh Public Relations terhadap Brand Image sebesar 95,1% sedangkan sisanya yaitu 4,9% dijelaskan oleh variabel lain yang tidak dijelaskan dalam model yang diajukan dalam penelitian ini, seperti Brand Ambassador, Brand Awareness, dan Brand Equity.

Kata Kunci: Public Relations, Brand Image