Pengaruh Media Sosial, Hubungan Masyarakat, dan Persepsi Kualitas terhadap Citra Institusi melalui Kepuasan Pelanggan sebagai Variabel Intervening pada Badan Pelindungan Pekerja Migran Indonesia
Abstract
This study aims to analyze the influence of social media, public relations, and service quality on the institutional image of BP2MI (Indonesian Migrant Worker Protection Agency) through user satisfaction. Institutional image refers to public perception of an organization’s performance, which is crucial in building public trust and enhancing BP2MI's ability to carry out its duties and functions. In recent years, the number of complaints from migrant workers has increased, indicating persistent issues in protection and services provided by BP2MI. Therefore, this research employs a quantitative approach with a survey method targeting BP2MI service users to examine the extent to which the independent variables (social media, public relations, and service quality) affect the dependent variable (institutional image) mediated by satisfaction. The findings reveal that social media, public relations, and service quality significantly influence user satisfaction, which in turn shapes a positive institutional image. This study recommends enhancing public communication strategies and developing more adaptive digital services to increase user satisfaction and strengthen the agency’s image.
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van Dijck, J., & Poell, T. (2013). Understanding social media logic. Media and Communication, 1(1), 2–14. https://doi.org/10.12924/mac2013.01010002
Wijaya, B. S., & Putri, D. M. (2013). Is Social Media Impactful for University’s Brand Image? Jurnal Manajemen Teknologi, 12(3). https://doi.org/10.12695/jmt.2013.12.3.4
Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2015). Public Relations: Strategies and Tactics, Global Edition. Pearson Education Limited.
Xu, F., Li, Y., & Zhou, J. (2015). Brand awareness for entrepreneurial hotel chains: Perceived quality and brand loyalty. Anthropologist, 19(3), 763–771. https://doi.org/10.1080/09720073.2015.11891712
Zameer, H., Tara, A., Kausar, U., & Mohsin, A. (2015). Impact of service quality, corporate image and customer satisfaction towards customers’ perceived value in the banking sector in Pakistan. International Journal of Bank Marketing, 33(4), 442–456. https://doi.org/10.1108/IJBM-01-2014-0015
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
Aditi, B., Silaban, P., & Edward, Y. R. (2023). The effect of social media and word of mouth on buying interest and brand image in creative economic business. International Journal of Data and Network Science, 7(1), 225–234. https://doi.org/10.5267/j.ijdns.2022.11.001
Ali, R., Leifu, G., Yasirrafiq, M., & Hassan, M. (2015). Role of perceived value, customer expectation, corporate image and perceived service quality on the customer satisfaction. Journal of Applied Business Research, 31(4), 1425–1436. https://doi.org/10.19030/jabr.v31i4.9328
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Carr, C. T., & Hayes, R. A. (2015). Social Media: Defining, Developing, and Divining. Atlantic Journal of Communication, 23(1), 46–65. https://doi.org/10.1080/15456870.2015.972282
Chin, W. W. (1998). The Partial Least Squares Aproach to Structural Equation Modeling. Modern Methods for Business Research, 295, 336.
Dowling, G. R. (1986). Managing your corporate images. Industrial Marketing Management, 15(2), 109–115. https://doi.org/10.1016/0019-8501(86)90051-9
Fajariah, N., Thoyib, A., & Rahman, F. (2016). Pengaruh Brand Awareness, Perceived Quality, dan Brand Image terhadap Brand Loyalty pada Generasi Y di Indonesia. Jurnal Aplikasi Manajemen, 14(3), 471–480. https://doi.org/10.18202/jam23026332.14.3.08
Falk, R. F., & Miller, N. B. (1992). A primer for soft modeling. University of Akron Press.
Fulcher, J. (1997). Customer satisfaction. Manufacturing Systems, 15(1), 66. https://doi.org/10.4337/9781800889453.ch103
Gavin, D. A. (1987). Managing Quality. New York USA: The Free Press.
Ghozali, I. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23. Edisi 8. Badan Penerbit Universitas Diponegoro.
Hair, J. F., Hult, G. T. M., Ringle, C. M. et al. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). Los Angeles: SAGE Publications.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). January.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. In European Journal of Marketing (Vol. 37, Issues 11–12). https://doi.org/10.1108/03090560310495456
Hermawan, E. (2021). Sustainability of Local Products: Interest to Buy, Product Quality and Promotion. Dinasti International Journal of Economics, Finance & Accounting, 2(3), 336–345. https://doi.org/10.38035/dijefa.v2i3.1241
Herrmann, A., Xia, L., Kent, M. B., & Huber, F. (2007). The influence of price fairness on customer satisfaction: An empirical test in the context of automobile purchases. Journal of Product and Brand Management, 16(1), 49–58. https://doi.org/10.1108/10610420710731151
Hotima, S. H. (2022). Pengembangan Umkm Filter Coffee Melalui Standar Operasional Prosedur (SOP) Produksi Guna Mempertahankan Citra Institusi. Majalah Ilmiah Pelita Ilmu, 4(2), 93. https://doi.org/10.37849/mipi.v4i2.259
Hutchins, A.L., & Tindall, N. T. J. (2016). Public Relations and Participatory Culture. New York: Routledge.
Ismunarbowo Wisang D, & Firdausy Mulya C. (2024). Pengaruh E-Wom Dan Perceived Quality Terhadap Purchase Intention Rokok Elektrik Dengan Brand Image Sebagai Variabel Mediasi Di Jakarta Barat. Jurnal Manajerial Dan Kewirausahaan, 06(02), 300–308.
Jaya, C. L., & Tampubolon, M. (2023). Pengaruh Sosial Media Marketing Dan Kualitas Produk Terhadap Kepuasan Pelanggan Di the Wrappers, Medan. Jurnal Media Ekonomi (JURMEK), 28(3), 118–127. https://doi.org/10.32767/jurmek.v28i3.2103
KANTHI, Y. A. (2018). Pengaruh Iklan dan Public Relation terhadap Citra Institusi dan Keputusan Mahasiswa Memilih Kampus STIKI Malang sebagai Tempat Studi. Jurnal Ilmiah Teknologi Informasi Asia, 12(1), 75. https://doi.org/10.32815/jitika.v12i1.230
Khalikussabir, K. A. R. A. (2019). Pengaruh Advertising Dan Public Relation Terhadap Keputusan Mahasiswa Memilih Kampus Unisma, Melalui Citra Institusi Kampus Sebagai Variabel Intervening. E- Jurnal Riste Mnaajemen, 1(1), 1–13.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Kotler, P. and Keller, K. L. (2016). Marketing Management.
Kotler dan Keller. (2007). Manajemen Pemasaran.
Kurniawan, H. H. (2017). Pengaruh Perceived Quality Terhadap Brand Loyalty Melalui Mediasi Brand Image Dan Brand Trust. Jurnal Bisnis Dan Manajemen, 4(2), 228–239. https://doi.org/10.26905/jbm.v4i2.1703
Laso, A. A., Napitupulu, R. B., & Marbun, L. (2022). Pengaruh Citra Institusi Terhadap Keputusan Memilih Akademi Pariwisata Dan Perhotelandarma Agung Medan. Jurnal Global Manajemen, 11(1), 64. https://doi.org/10.46930/global.v11i1.1564
Mardianty, D. (2018). Pengaruh Kualitas Layanan , Citra Institusi , terhadap Kepuasan Pelanggan dengan Nilai-Nilai Islam sebagai Variabel Moderating. Jurnal Ekonomi KIAT, 29(2), 18–24.
Muhari, S., & Yusuf, F. A. (2020). Brand Image of Domestic Products: Empirical Evidence From Indonesia. Psychology and Education, 57(9), 2117–2129.
Mullins, J.W., Walker Jr., O.C. , & Boyd Jr., H. P. (2008). Marketing Management: Strategic Decision Approach. New York: McGraw-Hill.
Murtiningsih, D., Sartana, B., & Napitupulu, D. (2019). The Influence of Social Media Marketing, Institutional Image and Trust on Student Loyalty. https://doi.org/10.4108/eai.18-7-2019.2288582
Neri, M., Neto, F., Lages, J., Castro, C., Neri, M., Sarto, J., & Castelo, F. (2021). Experience with Brands and Perceived Quality in Most Remembered Medicines. May, 41–53. https://doi.org/10.7867/1980-4431.2021v26n3p41-53
Ningsih, C., & Ghaisani, A. P. (2020). Pengaruh Kegiatan Public Relations Terhadap Kepuasan Informasi Pialang Jakarta Futures Exchange. DIALEKTIKA KOMUNIKA: Jurnal Kajian Komunikasi Dan Pembangunan Daerah, 8(2), 67–77. https://doi.org/10.33592/dk.v8i2.680
Pan, J. N., & Nguyen, H. T. N. (2015). Achieving customer satisfaction through product-service systems. European Journal of Operational Research, 247(1), 179–190. https://doi.org/10.1016/j.ejor.2015.05.018
Ramadhan, K. N., Welsa, H., & Dwi Cahyani, P. (2022). Pengaruh quality service, perceived quality terhadap brand equity dengan brand image sebagai variabel intervening. Kinerja, 18(4), 621–627. https://doi.org/10.30872/jkin.v18i4.10526
Riyanto, S., & Hermawan, A. A. (2020). Metode Riset Penelitian Kuantitatif. Deepublish.
Saintz, J. (2018). Pengaruh Perceived Service Quality Terhadap Repurchase Dan Customer Satisfaction Sebagai Variabel Intervening Pada Fast Food Restaurant Di Surabaya. Jurnal Manajemen Pemasaran, 12(2), 77–83. https://doi.org/10.9744/pemasaran.12.2.77-83
Sekaran, U. dan Bougie, R. (2016). Metode Penelitian untuk Bisnis: Pendekatan Pengembangan Keterampilan. Edisi ke-7. Wiley & Sons, West Sussex.
Sugiyono. (2015). Metode Penelitian Pendidikan Pendekatan Kuantitatif, kualitatif. R&D. Alfabeta.
Suwarsih, N., Gunawan, T., & Istiharini, I. (2021). Pengaruh Media Sosial Terhadap Citra Merek Dan Niat Beli. Journal of Economic, Bussines and Accounting (COSTING), 4(2), 712–730. https://doi.org/10.31539/costing.v4i2.2043
Syahrini, G. (2022). Pengaruh Kualitas Pelayanan dan Citra Institusi Terhadap Kepuasan Pasien Puskesmas Adiarsa Karawang. Jurnal Ekonomi Dan Bisnis, 11(2), 83–91.
TELAGAWATHI, N. L. W. S., & Yulianthini, N. N. (2020). Kepuasan Pelanggan Terhadap Citra Perusahaan Dan Switching Barrier Serta Dampaknya Terhadap Loyalitas Pelanggan Industri Jasa Asuransi Di Bali. Bisma: Jurnal Manajemen, 6(1), 59. https://doi.org/10.23887/bjm.v6i1.24404
Trisakti, U. (2011). Pengaruh Perceived Quality Citra Merek. Jurnal Manajmen Dan Pemasaran Jasa, 4, 39–50.
van Dijck, J., & Poell, T. (2013). Understanding social media logic. Media and Communication, 1(1), 2–14. https://doi.org/10.12924/mac2013.01010002
Wijaya, B. S., & Putri, D. M. (2013). Is Social Media Impactful for University’s Brand Image? Jurnal Manajemen Teknologi, 12(3). https://doi.org/10.12695/jmt.2013.12.3.4
Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2015). Public Relations: Strategies and Tactics, Global Edition. Pearson Education Limited.
Xu, F., Li, Y., & Zhou, J. (2015). Brand awareness for entrepreneurial hotel chains: Perceived quality and brand loyalty. Anthropologist, 19(3), 763–771. https://doi.org/10.1080/09720073.2015.11891712
Zameer, H., Tara, A., Kausar, U., & Mohsin, A. (2015). Impact of service quality, corporate image and customer satisfaction towards customers’ perceived value in the banking sector in Pakistan. International Journal of Bank Marketing, 33(4), 442–456. https://doi.org/10.1108/IJBM-01-2014-0015
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
Published
2025-06-04
How to Cite
NUGROHO, Tulus Setyo; SUTISNA, Sutisna; KOMARUDIN, Mamay.
Pengaruh Media Sosial, Hubungan Masyarakat, dan Persepsi Kualitas terhadap Citra Institusi melalui Kepuasan Pelanggan sebagai Variabel Intervening pada Badan Pelindungan Pekerja Migran Indonesia.
REVITALISASI : Jurnal Ilmu Manajemen, [S.l.], v. 14, n. 1, p. 68-83, june 2025.
ISSN 2657-1684.
Available at: <https://ejournal.uniska-kediri.ac.id/index.php/Revitalisasi/article/view/7087>. Date accessed: 16 june 2025.
doi: https://doi.org/10.32503/revitalisasi.v14i1.7087.
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License
