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Jurnal Etikonomi Vol. 12 No.

2 Oktober 2013

THE INFLUENCE OF MARKETING PUBLIC RELATION AND SERVICE QUALITY


ON CORPORATE IMAGE THROUGH PUBLIC OPINION:
STUDIES AT MANDIRI BANK

Vera Suciyati
UIN Syarif Hidayatullah Jakarta

Abstract. The Influence of Marketing Public Relation and Service Quality on


Corporate Image Through Public Opinion: Studies at Mandiri Bank. This
research aims to analyze the influence of marketing public relation and service
quality at Bank Mandiri on corporate image through public. Convenience
sampling method has been selected in order to obtain the data in this study. The
analysis method that used was the path analysis. The research result had shown
that: marketing public relation and service quality have significant influence
simultaneously and partially on public opinion on the first structure equation. The
second structure equation shows that: marketing public relation, service quality
had significant influence simultaneously on corporate image. The service quality
have not partially the quality of service have not influence significant partially on
corporate, but variable marketing and public relation have partially influential
public opinion influence significant partially on corporate image.
Keywords: corporate image, public relation, public opinion, path analysis

Abstrak. Pengaruh pemasaran hubungan masyarakat, gambaran


perusahaan, opini publik. Penelitian ini bertujuan untuk menganalisis pengaruh
pemasaran relasi publik dan mutu layanan Bank Mandiri terhadap citra
perusahaan melalui opini publik. Metode convenience sampling telah dipilih untuk
memperoleh data dalam penelitian ini. Metode analisis yang digunakan adalah
analisis lajur. Hasil penelitian menunjukan bahwa pemasaran relasi publik dan
mutu layanan berpengaruh secara simultan dan parsial tidak berpengaruh
signifikan terhadap opini publik pada persamaan struktur pertama. Pada
persamaan struktur kedua menunjukan bahwa pemasaran relasi publik, mutu
layanan, opini publik secara simultan berpengaruh signifikan terhadap citra
perusahaan. Secara parsial mutu layanan tidak berpengaruh secara signifikan
terhadap citra perusahaan, tetapi variabel pemasaran relasi publik dan opini
publik secara parsial berpengaruh signifikan terhadap citra perusahaan.
Kata Kunci: gambaran perusahaan, hubungan masyarakat, opini publik, analisis
jalur

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THE INFLUENCE OF MARKETING PUBLIC RELATION AND...

INTRODUCTION
Communication in everyday life is very important because
communication is a way for a person to interact with others. With the existence
of a interwoven good communication will certainly generate good relationships,
therefore a company should have good communication with consumers to make
the good relationship and in harmony with consumer. Therefore it takes a
Public Relation in maintaining the stability of the good relationships with
consumers in order to create a harmonious relationship between companies
and consumers as well as the positive image of the company was staying awake.
In this case the communication is closely associated with the creation of
the corporate image, because through the communication, company can identify
things to note in the service to customers. In addition the communication
relationship between companies and need to be intermediaries by the public
relation which is can organize everything that should need create positive
corporate image through public opinion.
Can be describe here some definition of public relations that are pointed
out by a communication expert. Public Relations, defined by Jefkins (2004), is:
"All forms of communication that are planned, either inward or outward,
between an organization with all of the audiences in order to achieve the
specific goals based on mutual understanding."
PR is a management function that evaluates public behavior, identify the
organization's policies and procedures with the public interest, and implement
action programs (communications) to get an understanding and public
understanding (http://goo.gl/9BP5sy).
Public relation (PR) is a typical management functions that support the
construction and maintenance of the joint line between organizations with the
public regarding its communication, understanding, acceptance and
cooperation, involving management problems and issues. It is asserted that
communication in PR activities is very important. Then help management to
give you information and responses in relation to public opinion. Two-way
communication means of the organization to the public and vice versa. Establish
and emphasize the responsibility of management in following and utilizing the
change effectively, act as an early warning system in helping precedes the

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tendencies (http://goo.gl/9BP5sy). PR functions solidify the leadership of


manager and enables faster and efficient achievement of the objectives of the
organization's efforts to become a reality. Using research techniques as well as a
healthy and ethical communication as the primary means of. Relations with the
public is very important to always maintained so that there is a shared
understanding and become harmonious relationships between organizations
and the public (http://goo.gl/lnyRP3).
PR is not a part of marketing. Provide service to the PR is the part of
marketing, provide services to the organization. The promotion is a special
service (with function and philosophy of PR), direct and not in helping
marketing him as a preventative or creative, for the benefit and the benefit of all
parties (http://goo.gl/G1IjEv).
According by Reck in Saputra and Nasrullah(2011:2) Public relations is
the continued process of keying policies, services and actions to be the best of
interest of those individual and groups whose confidence and goodwill an
individual or institutions covets and secondly, it’s the interpretation of these
policies, services and actions to assure complete understanding and appreciation.
Second, the exercise of discretion, service and attitude to ensure the
understanding and appreciation as well as possible. This is in line with what is
expressed by Jefkin means creating mutual understanding. Public relation is
something to get something without having to do anything.
The emergence of public relation marketing itself has existed since the
1930 ' 90s in America. Edward Bernays, the father of modern public relation
marketing program created a variety of successful public relation. Among there
is the success of Bernays boost sales of bananas the United Fruits Company with
publishing a study that proves the ability of banana fruit in the fight against the
disease cystic fibrosis. It uses the means of communication normally used by the
public relation, i.e. writing articles and third-person endorser as persuasive way
closer to the consumer.
Kotler is the first to bring up the concept of Mega Marketing which is a
combination of the power of PR and Marketing Mix. Kotler in Kasali (2005)
defines the Mega Marketing coordination as an application programmatically

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THE INFLUENCE OF MARKETING PUBLIC RELATION AND...

over the elements of Economics, psychology, politics, and public relations skills
to elicit sympathy (cooperation) of the parties related to operating or entry into
a specific market. Then comes again the term Marketing Public Relations (MPR),
as the next stage of development of the previous concept (Mega Marketing) was
popularized by Harris in Ruslan (2008). The concept of marketing public
relations (MPR) is a process of planning and evaluating programs that stimulate
sales and visitors. This is done through a credible communication of information
and impressions which can connect the product with the requirements of the
company, as well as the attention of visitors.
Kotler and Mindak split five ways companies function in regulating the
marketing and public relations, that the structural relations of marketing and
public relations can be assembled from the traditional way, where both are
separate and not related at all, until both of them share a similar relationship
and mutual benefit. Both are able to recognize market segmentation and
capable of producing a different satisfaction. Every function need a boost over
the other, internal conflicts can be reduced and a positive message for
stakeholders.
So the sense of marketing that there is here no longer cramped, but with
regard to expansion aspects of influence, informative, persuasive and educative,
both in terms of the expansion of the marketing, (makes a marketing) of a
product of goods and services being launched, as well as associated with
"expansion" a certain influence (makes an influence) of a force or institution
related to the image and identity of the company (corporate image and identity)
(Ruslan, 2007).
The concept is as follows: Marketing Public Relation is a process of
planning and evaluating programs that stimulate sales and customers. This is
done through the concept of assembly of Harris in 1991, one at the top is not
much different from the sense defined by Kotler, namely:
“Marketing Public Relation works because it adds value to product
through its unique ability to lend credibility to product message.”
Understanding the concept of the MPR in outline there are three tactics to
implement the program in achieving the goals, namely: First, public relation is

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the potential to have a pull strategy tactics. Second, power as disabled, the push
strategy in terms of marketing. Third, pass strategy as an attempt to influence
public opinion or creating a profitable.
Service company engaged in banking at present merrier, of course this
adds competition in getting the trust of consumers to choose services company.
The role of the company as well as the positive image of the company is
certainly capable of making consumers will take the service, of course with a
good quality of service and quality, of course with a good quality. Service quality
became very important for consumers because it would create comfort for
consumers.
This is what makes Bank Mandiri is able to serve its customers with
excellent service. Of course with good service and good communication will
improve the company's image through public opinion.
Research done by Muhammad Fadli entitled "External Public Relation
and Corporate Image (correlation study on the influence of customer service of
the company's image among the bank's North Sumatra Branch Office Assistant
to Dr. Mansyur field street)". The methods used in this research is quantitative
approach with korelasional methods, i.e. methods that seek to examine the
extent to which variation in one variable is associated with a variety of other
variables. The purpose of this research is to know how the customer service of
company's image among customers. Based on the hypothesis test results is
performed using spearman rank correlation coefficient formula then there are
relationships influence customer service and client perceptions of improvement
of corporate image.
Subsequent studies examined by Felicia Sinar Sari entitled "Effect Of
Marketing Public Relation To The Creation Of Brand Image Via Gran Café". This
study uses judgment sampling method, in roommates researcher refer to direct
visitors who had been to Café Thrice Gran Via. Hypothesis stating Marketing
Public Relations has strong influence on the creation of Brand Image Café. The
method of analysis used the quantitative explanative, roommates Explains the
nature or characteristics of a phenomenon through quantitative results.

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THE INFLUENCE OF MARKETING PUBLIC RELATION AND...

Research conducted by Yumei Lianty/Widayatmoko (2011) with the title


"An empirical analysis of the influence of public relation to the image of the
Hero Supermarket". The method used is a simple linear regression analysis.
Thus public relation Hero Supermarket has a positive and significant influence
on the image of the Hero Supermarket.
Further research is research conducted by Nandan Limakrisna with the title
"The influence of the service and client relations against the image of PT. Bank
Negara Indonesia Bandung". The research method used regression analysis. Partial
test results show that sig = 0,0683 > 0.05 it showed that there was no influence of the
quality of service to the image of the BNI 46.
Further Research conducted by Hilmi (2011) with the title "Consumer
perception of the quality of hospital service areas Cut Meutia Lhokseumawe.
This research aims to know the consumer's perception of the quality of health
ministers at the hospital simultaneously as well as partial, by using purposive
sampling random technique. The results of the study show that the consumer
perspective effect significantly to quality of service and customer satisfaction.
METHODS
The research used a quantitative method research that aim to clarify the
effect of independent variable Marketing Public Relation (X 1 ), Service Quality
(X 2 ) to dependent variable Public Opinion (Y 1 ), Corporate Image (Y 2 ).
Quantitative analysis of 60 questionnaires to communities spreading around
and Bank Mandiri, with details of the use of a detail questionnaire data 20 pre-
test was used to calculate the validity and reliability and the next 20
questionnaire data were used to calculate the test path analysis. Questionnaire
using likert scale, the scale provides opportunities to the respondents to express
their feelings in the form of agreement to a statement. The statement provided a
tiered, starting from the lowest to the highest levels.
This research using the method of path analysis (path analysis). Sandjojo
(2011) gives the sense that path analysis is a method of research that is
primarily used to test the strength of the direct and indirect relationships
among variables. Fraenkel and Wallen (2006) in Sandjojo Nidjo (2011) stated
that path analysis is used to test the possibility of a causal relationship between

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three or more variables. Thus, path analysis is essentially a means of analyzing


causal relationships between variables in order to know the good influence
direct or indirect influences between the free variables of variables are bound.
Systematically analysis path follows the pattern of the structural model,
so the first step to working on or implement x path model analysis by structural
equation and formulates the diagram based on study of the theory which has
been described above. According to Solimun (2002) in Riduwan (2011)
information provided when the purpose of the research wanted to get the
interest of model predictions, then the appropriate structural model is used.
According to Fraenkel and Wallen (2006) in Sandjojo Nidjo (2011) path
analysis consists of four basic steps. First, one theory that connects some of the
variables are formulated to explain the phenomenon of special attention.
Second, variable-a variable set then measured in a certain way. Third, the
coefficient correlation was calculated to show the strength of the relationship
between each pair of variables that postulate. Fourth, the relationship between
coefficients are analyzed in conjunction with theory.
Before the authors use path analysis in this study, the researchers have
devised a model of the relationships between variable called path diagrams.
Diagram of the path arranged by the framework of thought that developed from
the theory being used for research. A Variable that is associated in the study was
independent variables (exogenous) X (Marketing and Public Relation Service
Quality) and the dependent variable (endogenous) Y 1 (public Opinion) and Y 2
(Corporate Image).
DISCUSSION
The validity of such a question is assessed on the results of content titles
with SPSS output item statistics. Assess the validity of each of the questions
assessed the value of the corrected item total correlation > from r table . significant
test is done by comparing the value of r calculate to the r table for degree of freedom
(df) = n-2, in this case, n is the number of samples.
The questionnaire is divided into four main factors, namely Marketing
Public Relation (X 1 ) with 6 questions, Service Quality (X 2 ) with 6 questions,
Public Opinion (Y 1 ) 5 questions, and Corporate Image (Y 2 ) with 9 questions. So,

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the number of questions in the questionnaire as many as 26 questions with a


total of 60 respondents. Prior to this a questionnaire given to 60 respondents,
bypassing the writers try out the 20 respondents to assess the validity and
reliability of the tiers in the children's questions. Number of samples (n) = 20
and magnitude can be calculated df 20 – 2 = 18 with 18 and gained 0.05 alpha
r table 0,3610 (Ghozali 2006: 49). From testing the validity of the entire question
has a value of r calculate is greater than 0.361. so the questions in the questionnaire
can be said to be valid and referable to research further.
Reliability is a tool to measure a questionnaire which is an indicator of
variable or invalid constructs. A questionnaire is said to be reliable or reliable, if
someone's answers to the questions are consistent or stable over time (Ghozali
2006). An invalid constructs or variables are said to be reliable if it provides
value to Cronbach Alpha > 0.60 (Ghozali, 2006). All variables have the value of
Cronbach's Alpha is greater than 0.60. So it can be summed up all the variables used
in this study is reliable
To see the influence of variable Marketing Public Relation (X 1 ) and
Service Quality (X 2 ) through Public Opinion (Y 1 ) indicated by the table
summary. The magnitude of the numbers R Square is 0,140. This number is
used to see the magnitude of the influence that belongs to the variable
Marketing Public Relation and Service Quality. The result means that the
influence of Marketing Public Relation and Service Quality in combined is 14%,
while the remainder (100%-14% = 86%) are affected by other variables or
factors outside this model. Meaning of probability (Public Opinion) can be
explained by 14% by variable Marketing Public Relation and Service Quality.
To see the influence of variable Marketing Public Relation (X 1 ), Service
Quality (X 2 ), through Public Opinion (Y 1 ) on Corporate Image (Y 2 ). The
magnitude of the numbers R Square in the table is 0,553. This number is used to
see the magnitude of the influence that belongs to the variable Marketing Public
Relation, Service Quality, and Public Opinion against the Corporate Image. The
result means that the influence of Marketing Public Relation Service Quality in
combined was 55,3%, while the rest (55,3%-100% = 44.7%) affected by other
variables or factors outside this model. Meaning of probability (Corporate

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Image) can be explained by 55,3% by variable Marketing, Public Relation


Service Quality and Public Opinion.
On a table variant analysis (ANOVA) be shown test results of F which is
used to test whether the variable Marketing Public Relation (X 1 ) and Service
Quality (X 2 ) effect significantly to Public Opinion (Y 1 ) simultaneously or
together. From the results of the calculation has obtained the value of F calculate is
equal to 4,656. F table with significant levels of based on 0.05 and df 1 =2 and df 2 =
57, then the value of F table = 3,158. Because the value of F calculate (4,656) >F table
(3,158), then H 0 is rejected or a match between the model with data. It can
therefore be concluded that aspects of the variable marketing public relation
and service quality influence on public opinion. Or if you see by using the value
of significance, it is noted that the value of the sig (0,013 < 0.05) so it has the
same conclusion with respect to the F-test is a match among models with
research data.
On a table variant analysis (ANOVA) be shown test results of F which is
used to test whether the variable Marketing Public Relation (X 1 ), Service Quality
(X 2 ), and Public Opinion (Y 1 ) effect significantly to Corporate Image (Y 2 )
simultaneously or together. Testing conducted with the hypothesis put forward
by the F-test. From the results of the calculation has obtained the value of
F calculate is of 23,067. F table with significant levels of based on 0.05 and df 1 = 3 and
df 2 = 56, then the value of F table = 2,769. Because the value of F calculate (23,067)
>F table (2,769), then H 0 is rejected or a match between the model with data. It
can therefore be inferred that the variable aspects of Marketing Public Relation,
Service Quality, and Public Opinion influence on Corporate Image. Or if you see
by using the value of significance, it is noted that the value of the sig (0.000 <
0.05) so it has the same conclusion with respect to the F-test is a match among
models with research data.
Calculation of t calculate value obtained was 1,543 while t table with a
significance level of 0.05 based on/2 = 0.025 and degrees of freedom (df) with df
= n-2 or 60 – 2 = 58. With the conditions obtained a number of t table 2.001. Then,
from the above results can be compared to that value (1,543) t calculate <t table
(2.001), with a value of 0,128 > 0.05. H 0 is accepted, so that means Marketing

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Public Relation does not influence significantly to Public Opinion. According to


Hartono quoted by Arifin (2008) outlines, public relation is a function of
management with the task of conducting research on opinions, desires and
attitudes of the public, doing businesses information and relationships to
achieve mutual understanding, trust, support, and integration with the public.
There is another factor of marketing public relation that doesn't have an effect
on public opinion outside of this research.
Calculation of t calculate value obtained was 2,008 while t table with a
significance level of 0.05 based on/2 = 0.025 and degrees of freedom (df) with df
= n-2 or 60 – 2 = 58. With the conditions obtained a number of t table 2,001. Then,
from the above results can be compared to that value (2,008) t calculate >t table
(2.001), with a value of 0.049 < 0.05. H 0 is rejected, it means that the Service
Quality may affect the Public Opinion. These results are in accordance with
research conducted by Hilmi (2011) that there was significant influence
between the variable perception or opinion of the quality of public services.
From the results of the analysis show that variable partial testing
Marketing Public Relation does not influence significantly to Public opinion.
While the variable Service Quality affects significantly to public opinion.
Calculation of t calculate value obtained is 4,267, while t table with a
significance level of 0.05 based on/2 = 0.025 and degrees of freedom (df) with df
= n-3 or 60 – 3 = 57. With the conditions obtained numbers t table of 2,002. Then,
from the above results can be compared to that value (4,267) t calculate >t table
(2,002), with a value of 0,000 < 0,05 H 0 is rejected, so that means Marketing
Public Relation impact significantly to Corporate Image. These results are in
accordance with research done by Muhammad Fadli stating that there is a
positive and significant effect of public relation in terms of customer service and
public opinion against the corporate image Bank of North Sumatra Branch Office
Assistant to Dr. Mansur Street terrain.
The same study also conducted by Yumei Lianty/Widiyatmoko (2011)
which States that the effect on the image of public relation of PT Hero
Supermarket, Tbk. And public relation has a positive and significant influence
over the image of a company/organization. According to previous research

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conducted by Siti Khadijah External Public Relation, in this case is the media as a
tool to bridge the connection between public relation with communities,
customers, the Government, and also the mass media itself to form a public
opinion so that created the positive image of the company. Public relation is also
used to build and repair the company's image.
The calculation of earned value t calculate is 1,300 while t table with a
significance level of 0.05 based on/2 = 0.025 and degrees of freedom (df) with df
= n-3 or 60 – 3 = 57. With the conditions obtained numbers t table of 2,002. Then,
from the above results can be compared that value t calculate (1,300) <t table
(2,002). H 0 is accepted, so that Quality Service does not influence significantly to
Corporate Image. These results are in accordance with research conducted by
Nandan Limakrisna (2008) stating that there is no significant influence on the
service quality of the corporate image of PT. Bank Negara Indonesia in Bandung.
An indication of this is the existence of this other factor affecting the corporate
image in addition to the quality of service.
Calculation of t calculate value obtained is 4,596 while t table with a
significance level of 0.05 based on/2 = 0.025 and degrees of freedom (df) with df
= n-3 or 60 – 3 = 57. With the conditions obtained numbers t table of 2,002. Then,
from the above results can be compared to that value (4,596) t calculate >t table
(2,002), with a value of 0.000 < 0.05 H 0 is rejected, so, Public Opinion affects
significantly to Corporate Image. These results are in accordance with the
community's opinion about the theory of an organization largely determined
how the Organization's image in the eyes of society according to Kasali (2000),
the image is an impression or perception that arise due to the understanding of
a phenomenon or a specific condition.
According to Nimmo (2006), the image is always changing with the
changing experience. The image can replace chaos with order. Then in this case
was clear that Public Opinion is a significant influence on the company's image.
From the results of the analysis show that variable partial testing Marketing
Public Relations, Public opinion influence significantly to Corporate Image.
While the variable Service Quality does not influence significantly to Corporate
Image.

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THE INFLUENCE OF MARKETING PUBLIC RELATION AND...

Path analysis results shows, that the variables marketing public relation
and service quality simultaneously effect to the variables public opinion of the
corporate image. The Structure of this research presents results of value of the
coefficient (R) that is equal to 0,375 or 37,5% which indicates that the variable
marketing public relation has good relations to the variable public opinion. The
research result of structure II gets the value of the coefficient (R) 74,3% that
means the variables marketing public relation and service quality has a very
strong relationship to the variable public opinion.
Marketing is the process by which companies create value for customers
and build strong relationships with customers in order to capture value from
customers in return. The goal of marketing is to make a sale is not needed
anymore. Sales and advertising is only part of the marketing mix a larger set of
marketing tools that work together to satisfy the needs of customers and
creating relationships with customers.
According to Kotler Keller in Drucker (2009), The aim of marketing is to
make selling superfluous and to know, understand the customer so well that the
product or service fits him and sell it self. Ideally, marketing should result in a
customer who is ready to buy. All that should be needed then is to make the
product or service available.
Marketing becomes the important thing for a company that will sell
goods to consumers in the market since before starting to market goods and
services usually companies will conduct research on the behavior of their
consumers about goods that will be sold in the market and marketing also
became important to consumers because of consumer marketing will know
more about the product to be bought and traded. In this case the relation is the
product servicing.
According to Iriantara (2007), public relation as the communication
process as well as activities that run the organization. As the process of
communication, public relation is an organized activity and aim so that it could
be distinguished by communication activities conducted for granted and do not
have a clear purpose. Whereas, public relation activities as an aims to help the
public understand the organization and product organizations. Based on some

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definitions of public relation, it can be concluded that the public relation is a


venture planed on an ongoing basis in implementing the programs planned to
inflict an understanding and acceptance of the public. Public relation includes a
variety of programs designed to promote or protect the image of the company
or their respective products. Public relation tasks is to keep the relationship
between the organization and the public takes place. Through public relation, a
firm can identify a growing aspiration among the people and analyze the
information that develops so as to be able to be studied and implemented in a
process of communication between the community and the company.
Manager of marketing and public relation specialists are not always
aligned. One major difference is the marketing manager is more oriented to the
final results, while the public relation practitioners in respect of their duties was
to prepare and disseminate communication. However this distinction is being
lost. Many companies are forming Marketing Public Relations (MPR) to support
directly the company/product promotion and creation of images.
Kasali (2005) states Marketing public relation is part of marketing
activities, the highest is the Manager in charge of marketing, and marketing
activities of objective public relation is supporting the objectives in the field of
marketing. Kasali also explains that marketing public relation is the process of
planning, implementation, and evaluation of programs that stimulate purchases
and customer satisfaction through a reliable communication and interest,
especially from companies that meet the needs, desires, wills, and consumer
attention.
Harris in Soemirat (2001) suggested the definition of marketing public
relation is the process of planning, implementing, and evaluating programs that
encourage interest in purchasing and consumer satisfaction, through the
submission of information and a convincing impression, in an attempt to show
that the company and its products according to the needs, desires, interests, and
the interests of consumers.
Arthurs (2001) said that marketing public relations is one of the latest
marketing strategy much discussed among the corporate world, especially when
the issue of a global market increasingly heavy blows, even slowly has become a

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phenomenon of the present business. The concept of marketing is actually an


application of public relation activities public relation in marketing activities.
According to Savaliya (2003), an image as a total perception of an object
formed by processing information from different sources every time. According
to Buchari Alma (2005), the image is defined as an impression which is obtained
according to the knowledge and experience of a person about something.
Likewise according to Kasali (2003), the image is an impression that arise
because of the understanding will be a reality. According to Kotler and
Armstrong (Kartawan et al, 2003), the image is power, meaning that the image
has the ability of outside companies that can add to the strength of the products
generated by the companies and delay effects for the image of the company, that
means the image is formed by the company do not affect directly against the
company but takes a relatively long time.
According to Zeithaml and Bitner (Kartawan et al, 2003: 97), defines an
image as an impression against a product or brand from a company that is
stored in the memory of a person or group that is generated through experience
of the service received by consumers is good, and will form a good image of the
company. Conversely, if the services accepted it bad, it will form the image of the
bad anyway. The definition of image according to Dowling (in Nha Nguyen,
2006):
"Corporate image is described as overall impression made on the minds of the
public about the organization. It is related to business name, architecture, variety
of product/services, tradition, ideology, an to the impression of quality
communicated by each employee interacting with the Organization's clients ".
That means the corporate image is the overall impression created in the
mind of the community about the company. Where the image is associated with
the name of the business, architecture, variety of products, traditions, ideology
and impression on the quality of communication is done by any employees who
interact with the client organization. The image can be said as the public
perception of the experiences, beliefs, feelings, and knowledge society itself
against the company, so that aspect of the facilities owned by the company, and
a service that is delivered to the consumer can influence employee perception of
consumers against the images.

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According to Zinkhan (2006) there are several reasons underlying the


importance of the company to build and manage a corporate image that is: first,
it can stimulate sales can build a company's good name. Second, build an identity
for its employees. Third, affect investors and financial institutions. Fourth,
advance the good relations with the community, with the government, with
community leaders and with the opinion leaders. Sixth, position in competition.
Kotler (2009) provide a definition or understanding the image as a set of
beliefs, ideas, and the impression of belonging to a person against an object.
Jefkins (Soemirat & Adrianto, 2007) gives a definition or understanding the
image as a person or individual impression about something that appeared as a
result of his knowledge and his experience. The image is the main goal and the
reputation and the achievements accomplished public relations. However,
understanding the image itself is abstract (intangible) and can not be measured
mathematically, but his form can be felt from the results of good and bad
(Ruslan, 2005).
The image of a runways are usually rooted from the "values of trust" that
its concrete is given on an individual basis and the views or perceptions. The
process of accumulation and the trust that has been given the mandate by the
individuals will experience the process sooner or later to form public opinion,
which is often called image (Ruslan, 2007).
The Public relating to the company's internal and external public will
produce an opinion that will be influential for a company. Internal Public is a
person who became part of the company itself and the public external is an
outsider or the general public gets the information and explanation for the
growth of positive feelings and good relations of the company. According to
Soemirat and Wxfz (2003) understanding public opinion was the attitude of
people about something where they are members of the same society.
Furthermore according to Soemirat and Wxfz (2003), this definition
States that public opinion is closely related to human attitude that attitude
personally and as a member of the group. Borgadus in Ruslan (2008) argues
that there are various notions of public opinion, among others, as follows: First,
Personal opinion namely opinion based on individual interpretation. Second,

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THE INFLUENCE OF MARKETING PUBLIC RELATION AND...

Personal opinion that this opinion is the foundation for personal opinion as it is
an integral part of a personal opinion. Third, Group’s opinion , the opinions are
divided into group a majority and minority opinion. The Group's opinion is very
close to the public opinion. Fourth, Opinion of the coalition that this opinion is a
minority opinion groups merge and become the majority opinion. Fifth, this
opinion is forming opinion through a process of negotiation to reach a mutual
agreement and are the opinion of the majority opinion was formed by mutual
agreement. Sixth, public opinion which forms the opinion that the general
opinion is rooted in values that developed and applies in the community or a
specific group based on their customs, habits, culture and norms embraced the
community in question.
This research have implication for Bank Mandiri’s marketing activities
specifically in the communication with media. The variables marketing public
relation and service quality have a value of 14% to public opinion, which means
that the variables marketing public relation and service quality only influence
the variable public opinion with the value of 14%, and 86% come from other
factors that are not describe in this research.Therefore,the variables marketing
public relation and service quality have a good influence the variable public
opinion of Bank Mandiri.
This research result also shows, that the variables marketing public
relation and service quality contribute a value of 23,5% to corporate image,
whereas the variable public opinion contributes a value of 53% to corporate
image has a stronger influence on the corporate image than the variables
marketing public relation and service quality.
This research also implies that the variables marketing public relation,
service quality, and public opinion are not only the factors , which influence the
variable corporate image, many more factors , which are not subject of this
research influence the corporate image. From this result, the variables
marketing public relation and service quality are creating the corporate image,
but through the public opinion, the corporate image could be improved.
According to Kotler (2007) that the service has four main characteristics
that distinguishes it from an item: First, Intangibility. The service is an Act,

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performance (performance). Or effort that could only be consumed but not


owned. Services are intangible that can't be seen, felt, heard or kissed. We
handle them before your purchased and consumed. Thus, one cannot assess the
quality of service before feeling/consume themselves.
Second, Inseparability. Goods are usually produced, sold and consumed.
While the services are generally sold in advance, and then produced and
consumed simultaneously. The interaction between service providers and
customers is a distinctive feature in marketing services. In the relationship
service providers and customers, the effectiveness of the individual who
delivered the service (contact-personnel) is an important element. Third,
Variability. The service is very variable because it is non-standardized output,
meaning a lot of variation form, quality, and type, depending on who, when, and
where the resulting services. The buyer of the services are very concerned with
this high variability and often they ask other people's opinions before deciding
to vote.
Fourth, Perishability. The service is a commodity not durable and cannot
be saved. This is not a problem when demand remains as it is easy to set up a
Ministry for the previous request. When demand fluctuates, issues arise with
regard to the capacity of the unemployed (as lonely demand) and customers not
served by risk disappointing or switch to other service providers (peak
demand).
According to Garvin (in Tjiptono, 2008), there are five types of
developing quality theorist. The five kinds of perspectives that could explain
why quality is interpreted differently by each person in a different context. As
for the five kinds of perspectives that quality include: First, Transcendental
approach. This perspective quality is seen as innate excellence,. This perspective
assert that people only learn to understand of quality through getting the
experience of export (repeated exposure). This kind of perspective is usually
applied in the world of art such as music, art as art music, art and drama, dance
and Visual Arts.
Second, Product-based approach. This perspective assumes that the
quality is characteristic, the component can attribute in objective or quantitative

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THE INFLUENCE OF MARKETING PUBLIC RELATION AND...

and can be Measured. The difference in terms of quality Reflects the difference
in the amount of some element or attribute that belongs to the product. The
more attributes that belong to a product or brand, the quality of these products.
Third, User-based approach. This perspective is based on the idea that
quality depended on the person who found this, so most products satisfy the
preference of a person (maximum satisfaction) is a product of the highest
quality. The subjective nature of this perspective which States that every
customer has the needs and wants of each different from each other, so that the
quality of a person is equal to the maximum the satisfaction he feels.
Fourth, Manufacturing-based approach. This perspective is both supply-
based and focus more on an engineering practices and manufacturing, as well as
defining as the compliance or compatibility with the requirements
(conformance to requirements). In the context of business services, quality
based on perspective this operation tends to be driven. The draft like this hit
production specifications and adjustment operations are organized internally,
which is often fueled by the desire to improve productivity and cost. So
determining the quality standards that are established companies, not
consumers who buy products/services.
Fifth, Value based approach. This perspective looks at the quality of this
aspect of value and price. Taking into account trade-of between performance
and price, the quality of our affordable excellence is defined as the level of the
best performance or value for money paid. In this perspective quality is relative,
so a product that has the highest quality product is not necessarily the most
valuable. But the most valuable goods/services is the most appropriate
purchase.
According to Tjiptono (2008), there are five dimensions that are
arranged according to the level of double or twin bedded its relative importance
as follows: First, Reliability, related to the company's ability to deliver the
promised services accurately since it first. For example, a company may select
consultants solely based on reputation. If the consultant is able to deliver what
the client wants, the client will be satisfied and paid the fee consultation. Second,
Responsiveness, with regard to the willingness of the willingness and ability to

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assist the provision of the services, subscriber and respond to their requests
immediately. Third, Guarantee, with regard to knowledge and politeness of
employees as well as their ability to foster a sense of trust and confidence of
customers. Fourth, Empathy, companies understand the problems its customers
are acting in the interest of the customer, as well as provide personal attention
to our customers and have convenient hours of operation. Fifth, Physical
evidence, with regard to the physical quality of service, equipment/supplies
company, human resources and corporate communications material.
CONCLUSION
Path analysis results shows, that the variables marketing public relation
and service quality simultaneously effect to the variables public opinion of the
corporate image. The Structure of this research presents results of value of the
coefficient (R) that is equal to 0,375 or 37,5% which indicates that the variable
marketing public relation has good relations to the variable public opinion. The
research result of structure II gets the value of the coefficient (R) 74,3% that
means the variables marketing public relation and service quality has a very
strong relationship to the variable public opinion.
Simultaneous test (F-test) had shown that in the structure I suggest that,
the variables marketing public relation and service quality simultaneously
influence significantly to public opinion. Evidenced by the value F calculate
(23,067) > F table (2,769) and sig 0,013 < 0.05 H 0 is rejected and H 1 accepted,
whereas the test results F structure II indicates that the variables marketing
public relation, service quality, and public opinion simultaneously affect
significantly the variable corporate image.
Partial test (t-test) results showed that on the structure I, the variable
marketing public relation has no significant effect on the public opinion, with
the value of 0,128 > 0,05. The variable service quality has a significant effect on
the public opinion, with the significance value of 0,04 < 0,05. The result of the
structure II, the variables marketing public relation and public opinion has a
significant effect to the corporate image, with the significance value of 0,000 <
0,05. The variable service quality has no significant effect to the variable
corporate image, with the significance value of 0,199 > 0,05.

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