PERAN PUBLIC RELATIONS DALAM PEMBENTUKAN CITRA MEREK MAL CENTRAL PARK (STUDI TENTANG JAKARTA GREAT SALE 2010 MAL CENTRAL PARK)
Abstract: This study discusses
how the role of public relations in shaping the brand image of Mal Central
Parklw2 on the Acara Jakarta Great Sale 2010 Mal Central Parkl. The research
approach used was a quantitative study with this type of research explanative.
Samples from this study are 100 visitors who attended the Mal Central Park or
shop at the Jakarta Great Sale 2010 acara. Test the quality criteria of
research conducted: 1) Test validity, with the value Corrected Item-Total
Correlation> 0.20 second) test reliability, with Cronbach's alpha
values> 0.70. Data analysis methods are used: 1) Test OMS, for each item
statement on any variable 2) Test the correlation, the Pearson Product Moment
method that produces a correlation coefficient of +0.749 3) Simple Linear
Regression Test, with a value of R square (R) amounting to 0.562, which means
that the role of public relations activities contributed 56.2% of the brand
image of Mal Central Park 4) Test the hypothesis, with a significance value of
t is calculated in a simple linear regression of 0.000 <0.05 which means
that Ho refused and Ha accepted. It can be concluded that the role of public
relations at the Jakarta Great Sale 2010 acara had significantly influence on
the formation of brand image of Mal Central Park.
Keywords: Role of Public
Relations, Brand Image Mal Central Park, Jakarta Great Sale 2010
Penulis: Ria Natasya / Eko
Harry Susanto
Kode Jurnal: jpkomunikasidd110084
