Pengaruh External Relations dan Publisitas Media Sosial Terhadap Citra PT. Lativi Media Karya (TvOne)

Abstract

TvOne sebagai salah satu stasiun televisi berita di Indonesia yang menghadapi tantangan dalam mempertahankan citra positif di tengah persaingan dunia industri televisi yang ketat. Di era digital, publik tidak hanya mengandalkan televisi tetapi juga media sosial untuk mencari berita dan berinteraksi. Fokus penelitian ini adalah untuk menganalisis seberapa besar pengaruh kegiatan External relations dan aktivitas Publisitas Media Sosial yang dilakukan oleh TvOne terhadap citra perusahaan tersebut. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Data diperoleh melalui penyebaran kuesioner kepada mahasiswa yang pernah mengikuti program kunjungan belajar di TvOne. Total sampel yang dianalisis berjumlah 100 responden, yang dipilih menggunakan teknik non-probability sampling berupa accidental sampling. Hasil penelitian menunjukkan bahwa External relations dan Publisitas Media Sosial secara bersama-sama mampu menjelaskan 84,6% variasi dalam citra perusahaan, sementara sisanya 0,154 atau 15,4% dijelaskan oleh faktor- faktor lain yang tidak termasuk dalam penelitian ini. Hal in membuktikan bahwa variabel External relations dan Publisitas Media Sosial mempunyai pengaruh terhadap Citra Perusahaan TvOne.

TvOne as one of the news television stations in Indonesia faces challenges in maintaining a positive image amidst the tight competition in the television industry. In the digital era, the public does not only rely on television but also social media to find news and interact. The focus of this study is to analyze how much influence the External relations activities and Social Media Publicity activities carried out by TvOne have on the company's image. The research method used is quantitative with a descriptive approach. Data were obtained by distributing questionnaires to students who had participated in the study visit program at TvOne. The total sample analyzed was 100 respondents, who were selected using a non-probability sampling technique in the form of accidental sampling. The results of the study showed that External relations and Social Media Publicity together were able to explain 84.6% of the variation in the company's image, while the remaining 0.154 or 15.4% was explained by other factors not included in this study. This proves that the variables External relations and Social Media Publicity have an influence on TvOne's Corporate Image