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Abstrak  Tujuan penelitian ini adalah untuk menganalisis strategi public relations, citra perusahaan dan peranan strategi public relations terhadap citra perusahaan pada hotel Grand Kopo Bandung. Metode penelitian yang di gunakan adalah pendekatan kuantitatif dengan teknik pengumpulan data yaitu, wawancara, kuesioner, dan studi pustaka. Jenis penelitian yang digunakan adalah explanatory research. Sampel sebanyak 90 orang pelanggan hotel Grand Kopo Bandung. Teknik pengambilan sampel menggunakan accidental sampling. Analisis data menggunakan analisis deskriptif dan regresi. Hasil dari penelitian ini menunjukkan bahwa strategi public relations berpengaruh signifikan terhadap citra perusahaan hotel Grand Kopo Bandung.  Kata kunci: Strategi Public Relations, Citra Perusahaan, Loyalitas Pelanggan   Abstract  The purpose of this study was to analyze the public relations stategy, corporate image and the effect of public relations strategy to corporate images of the Grand Kopo Bandung Hotel. The research method used by the author is a quantitative approach to data collection techniques, namely, interviews, questionnaires, and literature. The type of research used is explanatory research. Sample as many as 90 customers of hotel Grand Kopo Bandung. The sampling technique uses accidental sampling. Data analysis used descriptive and regression analysis. The results of this study indicate that public relations strategy have significant effect on the image of Grand Kopo Bandung hotel.  Keywords: Public Relations Strategy, Corporate Image, Customer Loyalty

PENGARUH STRATEGI PUBLIC RELATIONS TERHADAP CITRA PERUSAHAAN (STUDI KASUS PADA HOTEL GRAND KOPO BANDUNG)