PERAN HUMAS SEBAGAI COMMUNICATOR, RELATIONSHIP, BACKUP MANAGEMENT, DAN GOOD IMAGE MAKER TERHADAP CITRA PERUSAHAAN

Abstract

Penelitian ini bertujuan untuk mengetahui ada tidaknya pengaruh peran humas sebagai communicator, relationship, backup management, dan good image maker terhadap citra perusahaan di PDAM Tirta Moedal Kota Semarang, dilihat dari perspektif pelanggan. Penelitian ini menggunakan metode kuantitatif. Sampel yang digunakan adalah pelanggan PDAM Tirta Moedal Kota Semarang sebanyak 100 pelanggan, dengan teknik pengambilan sampel adalah incidental sampling. Metode pengumpulan data menggunakan kuesioner. Teknik analisis yang digunakan adalah analisis regresi linier berganda dengan bantuan Program IBM SPSS 21 dan analisis deskriptif persentase. Berdasarkan hasil penelitian dapat diketahui bahwa persamaan regresi linier berganda adalah Y=-14,734+0,273X1+0,167X2+0,246X3+0.262X4+e. secara simultan diperoleh nilai F=34,219 dan signifikansi 0,000 sehingga Ha1 diterima. Sedangkan secara parsial communicator diperoleh t_hitung=3,627 dan signifikansi 0,000 sehingga Ha2 diterima, relationship diperoleh t_hitung=2.374 dan signifikansi 0,020 sehingga Ha3 diterima, backup management diperoleh nilai thitung=2,968 dan signifikansi 0,004 sehingga Ha4 diterima, dan good image maker diperoleh thitung=4,642 dan signifikansi 0,000 sehingga Ha5 diterima. Koefisien determinasi communicator, relationship, backup management, dan good image maker terhadap citra perusahaan sebesar 57,3%.

This study aims to determine if there is influence of public relations role as communicator, relationship, backup management, and good image maker to corporate image in PDAM Tirta Moedal Semarang City, seen from customer’s perspective. This research used quantitative method. The sample used is 100 customers of PDAM Tirta Moedal Semarang City and the sampling technique is incidental sampling. Methods of data collection used questionnaires. The analysis technique was multiple linear regression analysis with the help of IBM SPSS 21 Program and percentage descriptive analysis. Based on the results of the research can be seen that the multiple linear regression equation is Y = -14.734 + 0.273X1 + 0.167X2 + 0.246X3 + 0.262X4+e. simultaneously obtained the value of F = 34.219 and significance of 0.000 so Ha1 accepted. While partially, communicator obtained t_count=3.627 and significance 0,000 so Ha2 accepted, relationship obtained t_count=2.374 and significance 0.020 so Ha3 accepted, backup management obtained t_count=2.968 and significance 0.004 so Ha4 accepted, and good image maker obtained t_count=4,642 and significance 0,000 so that Ha5 accepted. Coefficient of determination of communicator, relationship, backup management, and good image maker to corporate image was 57,3%.