s mb 0703983 table of content
DAFTAR ISI
ABSTRAK ............................................................................................................ i
ABSTRACT .......................................................................................................... ii
KATA PENGANTAR .......................................................................................... iii
UCAPAN TERIMAKASIH .................................................................................. vi
DAFTAR ISI .......................................................................................................viii
DAFTAR TABEL ................................................................................................. xi
DAFTAR GAMBAR ............................................................................................ xii
BAB I PENDAHULUAN
1.1 Latar Belakang ................................................................................................ 1
1.2 Identifikasi dan Rumusan Masalah ................................................................. 9
1.2.1 Identifikasi Masalah ................................................................................ 9
1.2.2 Rumusan Masalah ................................................................................... 10
1.3 Tujuan Penelitian ............................................................................................ 10
1.4 Kegunaan Penelitian........................................................................................ 10
BAB II KAJIAN PUSTAKA
2.1 Kajian Pustaka................................................................................................. 12
2.1.1 Konsep Bauran Pemasaran ...................................................................... 12
2.1.1.1 Definisi Bauran Pemasaran ......................................................... 12
2.1.1.2 Elemen Bauran Pemasaran ......................................................... 13
2.1.1.2.1 Produk (product) .......................................................... 15
2.1.1.2.2 Harga (price) ................................................................ 17
2.1.1.2.3 Lokasi (place)............................................................... 21
2.1.1.2.4 Promosi (promotion) .................................................... 22
2.1.2 Konsep Corporate Public Relations........................................................ 27
2.1.2.1 Definisi Corporate Public Relations .......................................... 27
2.1.2.2 Proses Corporate Public Relations ............................................. 32
2.1.2.3 Tujuan Corporate Public Relations ............................................ 32
2.1.2.4 Startegi Corporate Public Relations ........................................... 33
2.1.2.5 Penilaian Public Relations .......................................................... 36
2.1.3 Konsep Citra Perusahaan......................................................................... 37
2.1.3.1 Definisi Citra Perusahaan ........................................................... 37
Faizal Haris Eko prabowo, 2012
Corporate Public Relations Serta Pengaruhnya Terhadap Citra Perusahaan
Universitas Pendidikan Indonesia | repository.upi.edu
2.1.3.2 Pentingnya Citra Perusahaan ...................................................... 38
2.1.3.3 Proses Pembentukan Citra .......................................................... 39
2.1.3.4 Manfaat Citra .............................................................................. 40
2.1.3.5 Elemen Citra Perusahaan ............................................................ 41
2.1.3.6 Jenis-Jenis Citra .......................................................................... 42
2.1.3.7 Langkah-Langkah Memperbaiki Citra ........................................ 43
2.2 Kerangka Pemikiran ........................................................................................ 44
2.3 Hipotesis.......................................................................................................... 51
BAB III METODOLOGI PENELITIAN
3.1 Objek Penelitian .............................................................................................. 52
3.2 Metode dan Desain Penelitian ......................................................................... 52
3.2.1 Metode Penelitian .................................................................................... 52
3.2.2 Desain Penelitian ..................................................................................... 53
3.3 Operasionalisasi Variabel ............................................................................... 53
3.4 Jenis Data, Sumber Data, dan Teknik Pengumpulan Data.............................. 57
3.5 Populasi, Sampel, dan Teknik Pengambilan Sampel ...................................... 58
3.6 Rancangan AnalisisData dan Uji Hipotesis .................................................... 59
3.6.1 Rancangan Analisis Data......................................................................... 59
3.6.1.1 Pengujian Validitas dan Reliabilitas ........................................... 60
3.6.1.1.1 Hasil Pengujian Validitas ............................................. 60
3.6.1.1.2 Hasil Pengujian Reliabilitas ......................................... 64
3.6.2 Teknik Analisis Data ............................................................................... 65
3.6.3 Uji Hipotesis ............................................................................................ 70
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4.1 Hasil Penelitian ............................................................................................... 72
4.1.1 Gambaran Objek Penelitian..................................................................... 72
4.1.2 Gambaran Karakteristi Responden .......................................................... 77
4.1.2.1 Karakteristik Responden Berdasarkan Jenis Kelamin ................ 77
4.1.2.2 Karakteristik Responden berdasarkan Usia ................................ 78
4.1.2.3 Karakteristik Responden Berdasarkan Pangkat/Golongan ......... 79
4.1.3 Gambaran Variabel (X) Corporate Public Relations .............................. 79
4.1.3.1 Rekapitulasi Hasil Penelitian Variabel (X) CPR ........................ 89
Faizal Haris Eko prabowo, 2012
Corporate Public Relations Serta Pengaruhnya Terhadap Citra Perusahaan
Universitas Pendidikan Indonesia | repository.upi.edu
4.1.4 Gambaran Variabel (Y) Citra Perusahaan ............................................... 92
4.1.4.1 Rekapitulasi hasil Penelitian Variabel (Y) Citra Perusahaan ..... 98
4.1.5 Hasil Pengujian Statistik .......................................................................101
4.1.5.1 Uji Signifikansi (Uji F) .............................................................101
4.1.5.2 Uji Korelasi dan Koefisien Determinasi ...................................101
4.1.5.3 Uji T ..........................................................................................102
4.1.5.4 Analisis Regresi Linear sederhana ............................................103
4.2 Pembahasan Hasil Penelitian ........................................................................104
BAB V KESIMPULAN DAN SARAN
5.1 Kesimpulan ...................................................................................................108
5.2 Saran ..............................................................................................................109
DAFTAR PUSTAKA
LAMPIRAN
RIWAYAT HIDUP
Faizal Haris Eko prabowo, 2012
Corporate Public Relations Serta Pengaruhnya Terhadap Citra Perusahaan
Universitas Pendidikan Indonesia | repository.upi.edu
DAFTAR TABEL
Tabel 1.1 Jumlah Kepesertaan PT.ASKES (Persero)......................................... 3
Tabel 1.2 Tingkat kepuasan peserta askes terhadap pelayanan.......................... 4
Tabel 2.1 8 Komunikasi dalam Promosi ............................................................ 25
Tabel 2.2 Ruang Lingkup Pekerjaan MPR dan CPR ......................................... 30
Tabel 3.1 Operasionalisasi Variabel ................................................................... 53
Tabel 3.2 Koefisien Korelasi .............................................................................. 61
Tabel 3.3 Hasil pengujian Validitas ................................................................... 61
Tabel 3.4 Hasil pengujian Reliabilitas ............................................................... 65
Tabel 4.1 Karakteristik responden berdasarkan jenis kelamin ........................... 77
Tabel 4.2 Karakteristik responden berdasarkan usia .......................................... 78
Tabel 4.3 Karakteristik responden berdasarkan golongan/pangkat .................... 79
Tabel 4.4 Awareness dalam Corporate Public Relations................................... 80
Tabel 4.5 Knowledge dalam Coporate Public Relations ................................... 82
Tabel 4.6 Interest pada Corporate Public Relations .......................................... 83
Tabel 4.7 Relationship pada Corporate Public Relations .................................. 84
Tabel 4.8 Preference pada Corporate Public Relations..................................... 85
Tabel 4.9 Specified action pada Corporate Public Relations ............................ 87
Tabel 4.10 Advocacy pada Corporate Public Relations....................................... 88
Tabel 4.11 Rekapitulasi penilaian responden terhadap CPR ............................... 89
Tabel 4.12 Common Product pada Citra Perusahaan ........................................... 93
Tabel 4.13 People and Relationship pada Citra Perusahaan ................................ 94
Tabel 4.14 Value and Program pada Citra Perusahaan ....................................... 96
Tabel 4.15 Corporate Credibility pada Citra Perusahaan .................................... 97
Tabel 4.16 Rekapitulasi hasil penilaian responden terhadap citra perusahaan .... 98
Tabel 4.17 Output ANOVA ...............................................................................101
Tabel 4.18 Output Pengaruh CPR terhadap Citra Perusahaan ...........................102
Tabel 4.19 Output koefisien regresi ...................................................................103
Faizal Haris Eko prabowo, 2012
Corporate Public Relations Serta Pengaruhnya Terhadap Citra Perusahaan
Universitas Pendidikan Indonesia | repository.upi.edu
DAFTAR GAMBAR
No Gambar
Gambar 1.1
Gambar 1.2
Gambar 2.1
Gambar 2.2
Gambar 2.3
Gambar 2.4
Gambar 2.5
Gambar 2.6
Gambar 4.1
Gambar 4.2
Daftar Gambar
Penilaian Reputasi perusahaan Sebagai GCG
Citra PT.ASKES (persero) berdasarkan survey pra
penelitian
Empat kompenen P dalam bauran pemasaran
Unsur-Unsur dalam proses Komunikasi
Sasaran Utama Public Relations
Proses terbentuknya Citra perusahaan
Paradigma penelitian pengaruh CPR terhadap Citra
perusahaan
Kerangka pemikiran Pengaruh CPR terhadap Citra
perusahan
Hasil kontinum CPR PT.ASKES (persero)
Hasil kontinum Citra perusahaan PT.ASKES
(persero)
Faizal Haris Eko prabowo, 2012
Corporate Public Relations Serta Pengaruhnya Terhadap Citra Perusahaan
Universitas Pendidikan Indonesia | repository.upi.edu
Halaman
6
7
12
26
34
40
49
50
92
100
ABSTRAK ............................................................................................................ i
ABSTRACT .......................................................................................................... ii
KATA PENGANTAR .......................................................................................... iii
UCAPAN TERIMAKASIH .................................................................................. vi
DAFTAR ISI .......................................................................................................viii
DAFTAR TABEL ................................................................................................. xi
DAFTAR GAMBAR ............................................................................................ xii
BAB I PENDAHULUAN
1.1 Latar Belakang ................................................................................................ 1
1.2 Identifikasi dan Rumusan Masalah ................................................................. 9
1.2.1 Identifikasi Masalah ................................................................................ 9
1.2.2 Rumusan Masalah ................................................................................... 10
1.3 Tujuan Penelitian ............................................................................................ 10
1.4 Kegunaan Penelitian........................................................................................ 10
BAB II KAJIAN PUSTAKA
2.1 Kajian Pustaka................................................................................................. 12
2.1.1 Konsep Bauran Pemasaran ...................................................................... 12
2.1.1.1 Definisi Bauran Pemasaran ......................................................... 12
2.1.1.2 Elemen Bauran Pemasaran ......................................................... 13
2.1.1.2.1 Produk (product) .......................................................... 15
2.1.1.2.2 Harga (price) ................................................................ 17
2.1.1.2.3 Lokasi (place)............................................................... 21
2.1.1.2.4 Promosi (promotion) .................................................... 22
2.1.2 Konsep Corporate Public Relations........................................................ 27
2.1.2.1 Definisi Corporate Public Relations .......................................... 27
2.1.2.2 Proses Corporate Public Relations ............................................. 32
2.1.2.3 Tujuan Corporate Public Relations ............................................ 32
2.1.2.4 Startegi Corporate Public Relations ........................................... 33
2.1.2.5 Penilaian Public Relations .......................................................... 36
2.1.3 Konsep Citra Perusahaan......................................................................... 37
2.1.3.1 Definisi Citra Perusahaan ........................................................... 37
Faizal Haris Eko prabowo, 2012
Corporate Public Relations Serta Pengaruhnya Terhadap Citra Perusahaan
Universitas Pendidikan Indonesia | repository.upi.edu
2.1.3.2 Pentingnya Citra Perusahaan ...................................................... 38
2.1.3.3 Proses Pembentukan Citra .......................................................... 39
2.1.3.4 Manfaat Citra .............................................................................. 40
2.1.3.5 Elemen Citra Perusahaan ............................................................ 41
2.1.3.6 Jenis-Jenis Citra .......................................................................... 42
2.1.3.7 Langkah-Langkah Memperbaiki Citra ........................................ 43
2.2 Kerangka Pemikiran ........................................................................................ 44
2.3 Hipotesis.......................................................................................................... 51
BAB III METODOLOGI PENELITIAN
3.1 Objek Penelitian .............................................................................................. 52
3.2 Metode dan Desain Penelitian ......................................................................... 52
3.2.1 Metode Penelitian .................................................................................... 52
3.2.2 Desain Penelitian ..................................................................................... 53
3.3 Operasionalisasi Variabel ............................................................................... 53
3.4 Jenis Data, Sumber Data, dan Teknik Pengumpulan Data.............................. 57
3.5 Populasi, Sampel, dan Teknik Pengambilan Sampel ...................................... 58
3.6 Rancangan AnalisisData dan Uji Hipotesis .................................................... 59
3.6.1 Rancangan Analisis Data......................................................................... 59
3.6.1.1 Pengujian Validitas dan Reliabilitas ........................................... 60
3.6.1.1.1 Hasil Pengujian Validitas ............................................. 60
3.6.1.1.2 Hasil Pengujian Reliabilitas ......................................... 64
3.6.2 Teknik Analisis Data ............................................................................... 65
3.6.3 Uji Hipotesis ............................................................................................ 70
BAB IV HASIL PENELITIAN DAN PEMBAHASAN
4.1 Hasil Penelitian ............................................................................................... 72
4.1.1 Gambaran Objek Penelitian..................................................................... 72
4.1.2 Gambaran Karakteristi Responden .......................................................... 77
4.1.2.1 Karakteristik Responden Berdasarkan Jenis Kelamin ................ 77
4.1.2.2 Karakteristik Responden berdasarkan Usia ................................ 78
4.1.2.3 Karakteristik Responden Berdasarkan Pangkat/Golongan ......... 79
4.1.3 Gambaran Variabel (X) Corporate Public Relations .............................. 79
4.1.3.1 Rekapitulasi Hasil Penelitian Variabel (X) CPR ........................ 89
Faizal Haris Eko prabowo, 2012
Corporate Public Relations Serta Pengaruhnya Terhadap Citra Perusahaan
Universitas Pendidikan Indonesia | repository.upi.edu
4.1.4 Gambaran Variabel (Y) Citra Perusahaan ............................................... 92
4.1.4.1 Rekapitulasi hasil Penelitian Variabel (Y) Citra Perusahaan ..... 98
4.1.5 Hasil Pengujian Statistik .......................................................................101
4.1.5.1 Uji Signifikansi (Uji F) .............................................................101
4.1.5.2 Uji Korelasi dan Koefisien Determinasi ...................................101
4.1.5.3 Uji T ..........................................................................................102
4.1.5.4 Analisis Regresi Linear sederhana ............................................103
4.2 Pembahasan Hasil Penelitian ........................................................................104
BAB V KESIMPULAN DAN SARAN
5.1 Kesimpulan ...................................................................................................108
5.2 Saran ..............................................................................................................109
DAFTAR PUSTAKA
LAMPIRAN
RIWAYAT HIDUP
Faizal Haris Eko prabowo, 2012
Corporate Public Relations Serta Pengaruhnya Terhadap Citra Perusahaan
Universitas Pendidikan Indonesia | repository.upi.edu
DAFTAR TABEL
Tabel 1.1 Jumlah Kepesertaan PT.ASKES (Persero)......................................... 3
Tabel 1.2 Tingkat kepuasan peserta askes terhadap pelayanan.......................... 4
Tabel 2.1 8 Komunikasi dalam Promosi ............................................................ 25
Tabel 2.2 Ruang Lingkup Pekerjaan MPR dan CPR ......................................... 30
Tabel 3.1 Operasionalisasi Variabel ................................................................... 53
Tabel 3.2 Koefisien Korelasi .............................................................................. 61
Tabel 3.3 Hasil pengujian Validitas ................................................................... 61
Tabel 3.4 Hasil pengujian Reliabilitas ............................................................... 65
Tabel 4.1 Karakteristik responden berdasarkan jenis kelamin ........................... 77
Tabel 4.2 Karakteristik responden berdasarkan usia .......................................... 78
Tabel 4.3 Karakteristik responden berdasarkan golongan/pangkat .................... 79
Tabel 4.4 Awareness dalam Corporate Public Relations................................... 80
Tabel 4.5 Knowledge dalam Coporate Public Relations ................................... 82
Tabel 4.6 Interest pada Corporate Public Relations .......................................... 83
Tabel 4.7 Relationship pada Corporate Public Relations .................................. 84
Tabel 4.8 Preference pada Corporate Public Relations..................................... 85
Tabel 4.9 Specified action pada Corporate Public Relations ............................ 87
Tabel 4.10 Advocacy pada Corporate Public Relations....................................... 88
Tabel 4.11 Rekapitulasi penilaian responden terhadap CPR ............................... 89
Tabel 4.12 Common Product pada Citra Perusahaan ........................................... 93
Tabel 4.13 People and Relationship pada Citra Perusahaan ................................ 94
Tabel 4.14 Value and Program pada Citra Perusahaan ....................................... 96
Tabel 4.15 Corporate Credibility pada Citra Perusahaan .................................... 97
Tabel 4.16 Rekapitulasi hasil penilaian responden terhadap citra perusahaan .... 98
Tabel 4.17 Output ANOVA ...............................................................................101
Tabel 4.18 Output Pengaruh CPR terhadap Citra Perusahaan ...........................102
Tabel 4.19 Output koefisien regresi ...................................................................103
Faizal Haris Eko prabowo, 2012
Corporate Public Relations Serta Pengaruhnya Terhadap Citra Perusahaan
Universitas Pendidikan Indonesia | repository.upi.edu
DAFTAR GAMBAR
No Gambar
Gambar 1.1
Gambar 1.2
Gambar 2.1
Gambar 2.2
Gambar 2.3
Gambar 2.4
Gambar 2.5
Gambar 2.6
Gambar 4.1
Gambar 4.2
Daftar Gambar
Penilaian Reputasi perusahaan Sebagai GCG
Citra PT.ASKES (persero) berdasarkan survey pra
penelitian
Empat kompenen P dalam bauran pemasaran
Unsur-Unsur dalam proses Komunikasi
Sasaran Utama Public Relations
Proses terbentuknya Citra perusahaan
Paradigma penelitian pengaruh CPR terhadap Citra
perusahaan
Kerangka pemikiran Pengaruh CPR terhadap Citra
perusahan
Hasil kontinum CPR PT.ASKES (persero)
Hasil kontinum Citra perusahaan PT.ASKES
(persero)
Faizal Haris Eko prabowo, 2012
Corporate Public Relations Serta Pengaruhnya Terhadap Citra Perusahaan
Universitas Pendidikan Indonesia | repository.upi.edu
Halaman
6
7
12
26
34
40
49
50
92
100