Pengaruh Kegiatan Ajang Khusus terhadap Brand Image Stikom Interstudi

Abstract

Abstract. The purpose of this study was to determine the effect of special activities on the Brand Image of STIKOM InterStudi On the Air. This research focuses on the concept of special event activities, brand image and public relations and is expected to be a reference for academics and practitioners. The explanatory type of quantitative approach used in this study uses a Quota Sampling Nonprobability sampling technique for third grade students of Cyber Media Vocational School who participated in the 2018-2019 InterStudi On the Air (IOA) activity. Data collection techniques were carried out boldly through Google Forms which were distributed to 50 respondents. Confirmation tests carried out are validity and reliability tests. Meanwhile, for data analysis, hypothesis testing and simple linear regression were used. The analytical tools used are IBM SPSS V.25 software and Microsoft Excel 2013. The results of this study state that special activities have a positive and significant impact on the STIKOM InterStudi Brand Image

Abstrak. Tujuan penelitian ini yaitu untuk menentukan pengaruh kegiatan ajang khusus terhadap Brand Image STIKOM InterStudi On the Air. Penelitian ini berfokus pada konsep berupa kegiatan ajang khusus, brand image serta public relation dan diharapkan mampu menjadi referensi bagi tingkat akademis serta praktisi. Pendekatan penelitian yang digunakan dalam penelitian ini adalah kuantitatif, jenis eksplanatif dengan teknik penarikan sampel Quota Sampling Nonprobability pada siswa-siswi kelas tiga SMK Cyber Media yang mengikuti kegiatan InterStudi On the Air (IOA) 2018-2019. Teknik pengumpulan data dilakukan secara daring melalui Google Form yang disebarkan kepada 50 responden. Uji konfirmasi yang dilakukan yaitu Uji Validitas dan Uji Reliabilitas. Sementara untuk analisis data digunakan Uji Hipotesis dengan teknik Analisis Regresi Linier Sederhana. Alat analisis yang digunakan adalah software IBM SPSS V.25 dan bantuan Microsoft Excel 2013. Hasil dari penelitian ini menyatakan jika Kegiatan ajang khusus berpengaruh secara kuat terhadap Brand Image STIKOM InterStudi.