PENGARUH AKTIFITAS HUBUNGAN MASYARAKAT TERHADAP LOYALITAS PELANGGAN MELALUI CITRA MEREK PADA MASKAPAI GARUDA INDONESIA

Silfiana Dian Lestari, Rajesh Okbush

Abstract


Tujuan penulisan makalah ini adalah untuk mengetahui pengaruh aktifitas hubungan masyarakat (humas) terhadap loyalitas pelanggan melalui citra merek pada maskapai Garuda Indonesia. Hasil dari penelitian ini adalah memperlihatkan bahwa terdapat pengaruh positif dari aktivitas  humas terhadap loyalitas pelanggan melalui citra merek. Banyaknya maskapai penerbangan yang telah tumbuh di negara Indonesia ini, cukup membuat masyarakat mempunyai banyak pilihan dalam menentukan maskapai yang akan digunakan sebagai moda transportasi.Namun, seperti dalam hasil penelitian ini, pengaruh aktivitas humas dari maskapai Garuda Indonesia ini masih cukup kuat melekat pada masyarakat, sehingga hal menjadi nilai tambah yang menjadi pemikat daya jual yang positif bagi masyarakat pengguna jasa transportasi udara domestik dengan menjadikan mereka pelanggan yang loyal. Diharapkan di masa datang, penelitian ini dapat dijadikan sebagai bahan informasi bagi pihak manajemen organisasi dalam pengambilan keputusan dan juga sebagai sarana strategis organisasi untuk meningkatkan reputasi organisasi terhadap citra merek.

Kata Kunci: Citra Merek, Loyalitas Pelanggan, Garuda Indonesia

 

Abstract

The purpose of this paper is to determine the effect of public relations activities on customer loyalty through brand image at Garuda Indonesia airline. The results of this study are to show that there is a positive effect of public relation activities on customer loyalty through brand image. The number of airline that have grown in Indonesia is enough to make people have many choices in determining which airlines to use as a mode of transportation. However, as in the results of this study, the influence of the brand image of the Garuda Indonesia airline still quite strong in the community, so that it becomes an added value that attracts positive selling power for people using domestic air transportation services by making them loyal customers. It is hoped that in the future, this research can be used as information material for organizational management in decision making and also as an organizational strategic tool to improve the organization’s reputation on brand image.

Keyword: Brand Image, Customer Loyalty, Garuda Indonesia


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References


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