PENGARUH MARKETING PUBLIC RELATION TERHADAP PRODUCT BRAND IMAGE LAYANAN KERETA API KELAS BISNIS DI PT. KERETA API INDONESIA (PERSERO)

Abstract

This research was conducted with the aim of knowing consumer responses regarding
marketing public relations at PT Kereta Api Indonesia (Persero), to determine consumer
responses regarding the product brand image of PT Kereta Api Indonesia (Persero), and to
determine the effect of marketing public relations on the product brand image of PT. Kereta
Api Indonesia (Persero). This study used a descriptive quantitative design with data
collection techniques through a questionnaire. The method used in this research is
descriptive analysis and simple linear regression analysis. The results showed that public
relations marketing responded well by consumers with an average value of 3.74. Product
brand image also received good responses from consumers with an average score of 3.88.
Marketing public relations shows a positive and significant effect on product brand image.
The influence of marketing public relations is 0.441 which means 44.1% of the product
brand image of PT Kereta Api Indonesia (Persero) can be influenced by marketing public
relations. While the rest is influenced by variables not included in the study