Analisis Pengaruh Public Relation Perception Terhadap Customer Loyalty dengan Brand Image Sebagai Variabel Moderating

Sudono, Sudono (2010) Analisis Pengaruh Public Relation Perception Terhadap Customer Loyalty dengan Brand Image Sebagai Variabel Moderating. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

A good company that was involved in the service, the manufacture, and other, really hoped for the formation customer loyalty. So as the interaction that happened between the service provider and the customer was very tall as well as the existence of the transfer of science from the service provider against the customer who caused the existence of the condition for the possibility of the customer of becoming more loyal towards the service that was used or will move to the other competitor. This research aimed at testing the influence public relation perception against customer loyalty with brand the image as the variable moderating and chose the sample of the non-probability with convenience sampling against the private employee in Batam. The data that was spread totalling 125 copies and the recovery rate totalling 125 copies or 100 %, afterwards was processed through the Analysis of Simple Regression. Results of this research showed public relation perception influential against customer loyalty. Whereas the brand image was the variable moderating in reinforcing influence relations between public relation perception against customer loyalty. Key word : Public relation perception, Customer loyalty and Brand image.

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