SKRIPSI: Pengaruh Public Relations terhadap Citra Perusahaan dan Dampaknya terhadap Loyalitas Pelanggan (Studi pada eL Hotel Yogyakarta – Malioboro)

ROSALINA, Anjeli (2024) SKRIPSI: Pengaruh Public Relations terhadap Citra Perusahaan dan Dampaknya terhadap Loyalitas Pelanggan (Studi pada eL Hotel Yogyakarta – Malioboro). Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This research aims to determine the influence of public relations on company image and its impact on customer loyalty (EL Hotel Yogyakarta – Malioboro Study). The population in this study is the eL Hotel community who have experienced the facilities (rooms, services, food, entertainment and other aspects) at eL Hotel Yogyakarta – Malioboro at least twice. The sample in this study was 103 samples. The data collection technique uses a questionnaire with Likert scale collection and uses a purposive sampling technique. In this study, instrument tests were used using confirmatory factor analysis, normality test, macro path analysis. The results of this research indicate that the influence of Public Relations on Corporate Image has a positive and significant influence on Corporate Image, Corporate Image has no influence on Customer Loyalty, Public Relations has a positive and significant influence on Customer Loyalty, and Corporate Image is unable to mediate the influence of Public Relations and its impact on Loyalty Customer. The R Square value that has the greatest influence is Public Relations on Company Image, amounting to 76.87%, and the remaining 23.13% is influenced by other variables.

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