%0 Generic
%A MAULANA , MALIK IBRAHIM
%C UNIVERSITAS LAMPUNG
%D 2024
%F eprints:86839
%I FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
%T PENGARUH STRATEGI MARKETING PUBLIC RELATION TERHADAP  CITRA MEREK PERUSAHAAN PAKAN TERNAK PT.  CHEILJEDANG FEED & CARE LAMPUNG
%U http://digilib.unila.ac.id/86839/
%X Pakan ternak merupakan salah satu komponen penting yang berfungsi dalam memeliharadaya tahan  tubuh dan kesehatan hewan ternak, agar menciptakan pakan ternak yang berkualitas terhadap  pertumbuhan dan perkembangan hewan ternak. Salah satu perusahaan yang bergerak di bidang  pakan ternak yakni PT. Cheiljedang Feed& Care Lampung. Perusahaan PT. Cheiljedang Feed &  Car Lampung memiliki strategi Marketing Public Relations (MPR) yang berperan penting bagi  perusahaan terhadap citra merek perusahaan ditengah ramainya persaingan antar kompetitor  penyedia pakan ternak. Penelitian ini bertujuan untuk mengetahuiseberapa besar pengaruh strategi  Marketing Public Relations (MPR) terhadap citra merek perusahaan pakan ternak PT. Cheiljedang  Feed & Care Lampung. Teori yang digunakan dalam penelitian ini adalah teori citra merek.  Penelitian ini menggunakan pendekatan kuantitatif dan melakukan survei kepada 80 responden yang  ditentukan dengan rumus slovin. Berdasarkan perhitungan uji T menyatakan bahwa variabel X  berpengaruh sebesar 89,3% dan masuk ke dalam kriteria yang sangat kuat terhadap variabel Y,  sedangkan sisanya 10,7% dipengaruhi oleh faktor yang tidak diteliti dalam penelitian ini. Hipotesis  yang diajukan diterima dengan dibuktikan nilai thitung (5,557) > ttabel(1,664). Indikator dalam  strategi marketing public relation yang paling besar adalah berperan serta dalam aktivitas sosial,  sedangkan indikator citra merek perusahaan pakan ternak PT Cheiljedang Feed & Care Lampung  dipengaruhi oleh brand awareness.  Kata Kunci: Citra Merek, Pakan Ternak, PT. Cheiljedang Feed & Care Lampung, Strategi  Marketing Public Relation.    ii    ABSTRACT    THE EFFECT OF PUBLIC RELATION MARKETING STRATEGY ON THE  BRAND IMAGE OF THE ANIMAL FEED COMPANY PT CHEILJEDANG    FEED & CARE LAMPUNG    By:    MAULANA MALIK IBRAHIM    Animal feed is one of the important components that functions in maintaining the  immune system and health of livestock, in order to create quality animal feed for  the growth and development of livestock for life. One of the companies operating in  the animal feed sector is PT. Cheiljedang Feed & Care Lampung. Company PT.  Cheiljedang Feed & Care Lampung has a Marketing Public Relations (MPR)  strategy which plays an important role for the company in terms of the company's  brand image amidst the intense competition between animal feed provider  competitors. This research aims to find out how much influence the marketing  public relations strategy has on the brand image of the animal feed company PT.  Cheiljedang Feed & Care Lampung. The theory used in this research is brand  image theory, This research used a quantitative approach and conducted a survey  of 80 respondents determined using the Slovin formula. Based on the T test  calculation, it states that variable The proposed hypothesis was accepted as proven  by the value of tcount (5.557) > ttable (1.664). The biggest indicator in the  marketing public relations strategy is participating in social activities, while the  brand image indicator for the animal feed company PT Cheiljedang Feed & Care  Lampung is influenced by brand awareness.  Keywords: Animal Feed, Brand Image, PT. Cheiljedang Feed & Care Lampung,  Public Relations Marketing Strategy.