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Oct 13, 2025 by windailys.com 147 views

The External Effect of Public Relations on Brand Image in Consumers: A Study at PT Telekomunikasi Indonesia, Tbk. Medan

Introduction

In today's fast-paced and highly competitive business environment, building a strong brand image is crucial for any organization to succeed. One of the key factors that contribute to a brand's image is public relations (PR). Effective PR can help build positive perceptions in the minds of consumers, increase their trust and loyalty to a brand, and ultimately drive business growth. This study aims to investigate the external effect of public relations on brand image among consumers of PT Telekomunikasi Indonesia, Tbk. in Medan.

Background

Public relations is a vital component of any organization's marketing strategy. It involves managing the flow of information between an organization and its publics to build and maintain a positive image. External public relations, in particular, refers to the activities and strategies used to communicate with external stakeholders, such as customers, media, and the general public. The benefits of external public relations are numerous, including increased brand awareness, improved reputation, and enhanced customer loyalty.

Methodology

This study is based on a survey research design, where a sample of 99 consumers of PT Telekomunikasi Indonesia, Tbk. in Medan was selected using the Slovin formula. A questionnaire with 22 questions was designed to collect data on the respondents' perceptions of the company's external public relations activities and their impact on brand image. The data was analyzed using single table analysis, cross table analysis, and hypothesis tests carried out with a correlational approach using SPSS for Windows version 16.0 software.

Results

The results of this study showed a significant correlation between external public relations and brand image among consumers. The correlation coefficient (RS) reached 0.284, indicating a definite relationship between the two variables. However, the strength of the relationship was found to be low, falling within the category of 0.20-0.39. This suggests that while external public relations activities have a positive impact on brand image, the relationship is not too strong.

Discussion

The findings of this study have important implications for PT Telekomunikasi Indonesia, Tbk. in Medan. The results suggest that the company's external public relations activities have a positive impact on brand image, but the relationship is not too strong. This may be due to various factors, such as information delivery methods, message relevance, and media used to communicate with consumers. To strengthen the relationship between external public relations and brand image, the company may need to re-evaluate its PR strategy and develop more targeted plans to reach its consumers.

Conclusion

In conclusion, this study provides evidence of the external effect of public relations on brand image among consumers of PT Telekomunikasi Indonesia, Tbk. in Medan. The results suggest that while external public relations activities have a positive impact on brand image, the relationship is not too strong. To build a strong brand image, companies must be proactive in building good relationships with their publics and using various media platforms to reach a wider audience. By doing so, they can strengthen their PR relationship and create a more positive brand image in the eyes of consumers.

Recommendations

Based on the findings of this study, the following recommendations are made:

Re-evaluate PR strategy: PT Telekomunikasi Indonesia, Tbk. in Medan should re-evaluate its current PR strategy to identify areas for improvement.
Develop targeted plans: The company should develop more targeted plans to reach its consumers and strengthen the relationship between external public relations and brand image.
Use various media platforms: The company should use various media platforms to reach a wider audience and build a stronger PR relationship.
Build good relationships with publics: The company should be proactive in building good relationships with its publics to create a positive brand image.

Limitations

This study has several limitations that should be noted. Firstly, the sample size was relatively small, which may limit the generalizability of the findings. Secondly, the study only focused on PT Telekomunikasi Indonesia, Tbk. in Medan, and the findings may not be applicable to other companies or industries. Finally, the study only investigated the external effect of public relations on brand image and did not explore other factors that may influence brand image.

Future Research Directions

Future research should aim to build on the findings of this study by investigating other factors that influence brand image, such as internal public relations, marketing communications, and customer relationships. Additionally, researchers should explore the impact of social media on brand image and the role of PR in building a strong brand image in the digital age.

References

[List of references cited in the study]

Appendix

[Appendix containing additional data, tables, and figures]

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Q&A: External Effect of Public Relations on Brand Image in Consumers

Introduction

In our previous article, we explored the external effect of public relations on brand image among consumers of PT Telekomunikasi Indonesia, Tbk. in Medan. In this Q&A article, we will answer some of the most frequently asked questions about the study and its findings.

Q: What is the main purpose of this study?

A: The main purpose of this study is to investigate the external effect of public relations on brand image among consumers of PT Telekomunikasi Indonesia, Tbk. in Medan.

Q: What is external public relations?

A: External public relations refers to the activities and strategies used to communicate with external stakeholders, such as customers, media, and the general public.

Q: What is brand image?

A: Brand image refers to the perceptions and attitudes that consumers have towards a brand.

Q: What is the relationship between external public relations and brand image?

A: The study found a significant correlation between external public relations and brand image among consumers. The correlation coefficient (RS) reached 0.284, indicating a definite relationship between the two variables.

Q: What does the strength of the relationship between external public relations and brand image mean?

A: The strength of the relationship between external public relations and brand image is low, falling within the category of 0.20-0.39. This suggests that while external public relations activities have a positive impact on brand image, the relationship is not too strong.

Q: What are some of the factors that may influence the relationship between external public relations and brand image?

A: Some of the factors that may influence the relationship between external public relations and brand image include information delivery methods, message relevance, and media used to communicate with consumers.

Q: What are some of the recommendations for PT Telekomunikasi Indonesia, Tbk. in Medan based on the study's findings?

A: Some of the recommendations for PT Telekomunikasi Indonesia, Tbk. in Medan based on the study's findings include:

Re-evaluating the current PR strategy to identify areas for improvement
Developing more targeted plans to reach consumers and strengthen the relationship between external public relations and brand image
Using various media platforms to reach a wider audience and build a stronger PR relationship
Being proactive in building good relationships with publics to create a positive brand image

Q: What are some of the limitations of this study?

A: Some of the limitations of this study include:

The sample size was relatively small, which may limit the generalizability of the findings
The study only focused on PT Telekomunikasi Indonesia, Tbk. in Medan, and the findings may not be applicable to other companies or industries
The study only investigated the external effect of public relations on brand image and did not explore other factors that may influence brand image

Q: What are some of the future research directions based on the study's findings?

A: Some of the future research directions based on the study's findings include:

Investigating other factors that influence brand image, such as internal public relations, marketing communications, and customer relationships
Exploring the impact of social media on brand image and the role of PR in building a strong brand image in the digital age

Conclusion

In conclusion, this Q&A article provides answers to some of the most frequently asked questions about the external effect of public relations on brand image among consumers of PT Telekomunikasi Indonesia, Tbk. in Medan. We hope that this article has provided valuable insights and information for readers.