Pengaruh Relationship Cultivation Sebagai Strategi Public Relations terhadap Brand Image (Studi pada Facebook Fan Page Bunda Konicare)
| Main Author: | Ersafitri, Olivia; Universitas Bakrie |
|---|---|
| Format: | Article application/pdf eJournal |
| Bahasa: | ind |
| Terbitan: |
Universitas Bakrie
, 2015
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| Online Access: |
http://journal.bakrie.ac.id/index.php/jurnal_ilmiah_ub/article/view/1069 |
Daftar Isi:
- Hubungan dengan publik merupakan hal utama dalam public relations. Terdapat satu perangkat strategi yang bisa digunakan oleh praktisi public relations untuk menjalin hubungan dengan publik. Strategi tersebut ialah relationship cultivation strategies. Di era globalisasi, relationship cultivation strategies dapat diaplikasikan dengan memanfaatkan media online seperti Facebook. Konicare memanfaatkan Facebook untuk menjalin hubungan dengan publiknya dengan menerapkan tiga strategi relationship cultivation yaitu strategi access, strategi positivity dan strategi openness. Penelitian ini bertujuan untuk mengungkapkan apakah strategi relationship cultivation Konicare memiliki pengaruh terhadap brand image Konicare. Empat hipotesis kemudian divalidasi dengan menggunakan uji regresi linier berganda dengan menggunakan data dari 100 responden yang merupakan audience dari Facebook Konicare. Nilai signifikansi tiga variabel X dalam penelitian ini ialah dibawah 0,05 yang berarti variabel access, variabel positivity dan variabel openness mempengaruhi brand image secara signifikan. Hasil studi ini juga membuktikan bahwa strategi relationship cultivation yang di terapkan di Facebook Konicare memiliki pengaruh sebesar 77,7% untuk variasi brand image Konicare. Kata kunci: public relations, cyber PR, relationship cultivation strategies, brand image, facebook, konicare. Relationship with the public is the main aspect in public relations. To establish relations with the public, there is a set of strategies named relationship cultivation strategies which can be implemented by the public relation practitioners. In this globalization era, relationship cultivation strategies can be implemented with the help of online media such as Facebook. Konicare uses Facebook to establish relations with its public and implements three relationship cultivation strategies which are strategy of access, strategy of positivity and strategy of openness. The aim of this research is to reveal whether the effects of relationship cultivation strategies of Facebook Konicare on brand image of Konicare exist. Four hypotheses were tested with multiple linear regression, using the data derived from 100 respondents. The result of T Test shows that the significant level of all of X variables is lower than 0,05 which means strategy of access, strategy of positivity and strategy of openness have significant influence on the brand image of Konicare. The result also shows that the implemented relationship cultivations strategies have a positive and significant influence as much as 77,7% of the variance of brand image of Konicare. 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