PENGARUH MARKETING PUBLIC RELATIONS TERHADAP PENCIPTAAN CITRA MEREK CAFE GRAN VIA
Abstract: This study discusses
the activities of the creation of Marketing Public Relations (MPR) Brand Image
Café Gran Via. Marketing Public Relations have helped management roles,
developing consumer awareness of products launched, handling complaints, helped
campaign for the launch of existing products, and maintain the image of the
Café Gran Via. Ni research aims to determine the profile of visitors Café Gran
Via and the role of Marketing Public Relations to create a positive brand image
for consumers. The research method used correlational and regression, which
aims to study the relationships and influences of Marketing Public Relations
Brand Image. This study uses judgment sampling method, in which researchers
refer to direct visitors who had thrice been to Café Gran Via. Hypothesis
stating Marketing Public Relations has a strong influence on the creation of
Brand Image Café Gran Via. The method of analysis used the quantitative
explanative, which explains the nature or characteristics of a phenomenon
through quantitative results. Conclusions obtained by the Ho is rejected by
t-test count that showed a sig = 0,000 <0,08. Can be concluded, that the
Marketing Public Relations, significantly influence the creation of Brand Image
Café Gran Via.
Keywords: Marketing Public
Relations, Brand Image,
Brand Awareness, Consumer
Awareness
Penulis: Felicia Sinar Sari /
Widayatmoko
Kode Jurnal: jpkomunikasidd110083
