83
Berikut ini
dikemukakan
beberapa definisi image
(Alma, 2007):
a.
"An
image
is the sum
of beliefS,
ideas,
and
impressions
that a person
has of an
objecf' (Kotler, 1982). Image ia1ah kepercayaan, ide, dan impresi seseorang terhadap
sesuatu.
b.
"Image is the
sum
of beliefS
ideas,
and
impressions that
a
person has
of an
agency or
of
its
program, facility
or
personel.
It
may be
formally
defmed
as
the
mental
construct
developed
by an
individual
on
the
basis
of
a few selected
impressions
among the
flood
of
total
impressions"
(Crompton, 1986).
c.
"Image is
a
set
of
beliefs that
person s associate with.
An
image is
acquired through
experience"
(H"\ldd1eston, 1985).
d.
"Image is
an
interpretation, a
set
of
inference, and
reactions, it
is
a
symbol because
it
is
not
the
object it self,
but
refers to
it and stands for
it. In
addition to
the
physical
reality
of
product,
brand and
organization,
the
image
includes
its
meanings,
the
beliefs, attitudes, and
feelings that
have
come
to
be
attached to
it" (Levy, 1978).
.e. "Image is the
impression, fteling,
the
conception which
the
public has of
a
company,
a
conditionally
created
impression
of
an
object, person
or organization.
Artinya
citra
adalah
merupakan
kesan,
impresi,
perasaan
atau
konsepsi
yang
ada
pada
publik
mengenai perusahaan, mengenai suatu
obyek, orang atau
lembaga".
Citra
ini
tidak
dapat
dicetak
seperti
membuat
barang
di
pabrik,
akan
tetapi
citra
ini
adalah
kesan
yang
dipero1eh
sesuai
dengan
pengetahuan
dan
pemahaman
seseorang
tentang
sesuatu.
Citra
terbentuk
dari bagaimana
perusahaan
melaksanakan
kegiatan
operasioualnya,
yang mempunyai
Iandasan utama pada segi layanan.
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