Abstract:
This research is aimed to measure the correlation of special event conducted by PT. Danapati Abinaya Investama (Jaktv) towards its image and to describe the significance of the Jaktv image according to the participants of the special event and verify any correlation between special events and image of Jaktv.
Theories applied in the research are taken from Richard west & Lynn H.Turner of communication as transaction theory and Spector of Image theory. This research used quantitative method with correlation to determine the correlation between special event as independent variable and Image of Jaktv as dependent variable. Data collection methods used was primary and secondary data. The primary data collection was questionnaire, which consists of 34 statements with multiple responses. In addition to that, the researcher also used secondary data, which was relevant to fun walk Jaktv 6th anniversary. In this case, a biker’s community, named Marshal Group, who attended the special event of fun walk Jaktv 6th anniversary was chosen to be the population of the research. In deciding sample size, the researcher used Census method. There are 60 members of Marshal Group and all of them serve as the sample. Furthermore, the researcher used SPSS 16 to measure several formulas and applied Microsoft Excel to present data.
The result of Pearson’s Product Moment Correlation indicates that correlation between special event and image of Jaktv was highly significance (r = 0.67, P sig ≤ 0.01). In special event variable, shared field of experience was highly significance (r = 0.61, P sig ≤ 0.01). Image of Jaktv according to participants’ event was positive with the total percentage of 53%. In Chi-Square test showed that special event was effective and image of Jaktv was positive with the total percentage of 36.6%.
