Persepsi Komuniti terhadap Identiti, Imej dan Reputasi Korporat Dewan Bandaraya Kuching Utara
| dc.contributor.author | Norhayati Bidin | |
| dc.date.accessioned | 2026-09-30T07:02:32Z | |
| dc.date.issued | 2020 | |
| dc.description | Study was conducted to evaluate relationship between identity and image in shaping the Dewan Bandaraya Kuching Utara (DBKU) reputation. The study comprised settlements within DBKU restriction area only, while the respondents are community leaders, headmen and local community. Based on literature reviews, DBKU corporate identity comprised variables such as corporate behaviour, corporate structure, industry identity and corporate strategy. On the other hand, corporate image are formed by corporate communication, corporate design and corporate culture as adopted from Melewar (2006). Based on desk research, researcher found that corporate leadership also influenced corporate reputation which was not included in Melawar Seven Dimension Corporate identity. Hence, researcher come up with Suggestion Model (2018) to include leadership as one factor to determine DBKU corporate reputation. There are two research methods applied in this study; direct observation and individual survey using structured questionnaire. Structured interview using questionnaire based on Likert’s scale and indepth interview using open ended questions for discussion. Sampling for this study involved 373 persons from various residential, comercial and city areas within the study area. Statistical Package for Social Sciences (SPSS) Version 23.0 was applied to generate statistic based on 289 returned questionnaires. Statistical analysis such as Pearson’s Correlation was conducted inline to answer the research objectives and hypotheses. Cronbach Alpha which are greater than 0.70 explained that research instrument for this study can be accepted due to the internal consistancy. DBKU corporate identity comprised of Industrial Identity (Mean=3.75, s.d. vii =0.925), Corporate Design (Mean=3.642, s.d. =0.851), Corporate Culture (Mean=3.645, s.d. =0.822), dan Corporate Structure (Mean=3.660, s.d. =0.821). Whereas, DBKU corporate image comprissed of Corporate Communication (Mean=3.81, s.d. =0.62), Corporate Strategy (Mean=3.59, s.d.=0.87), Corporate Behaviour (Mean=3.66, s.d.=0.80) and Leadership (Mean=3.54, s.d.=0.92). Feedback from respondents indicated that there are positive feedback for corporate identity and image to uplifting DBKU corporate reputation. Statistic results shown that identity and image recorded significant relationship with corporate reputation at various significant levels. Besides that differences in demographics background also contributed to various feedback among respondents. | |
| dc.identifier.uri | https://scholarhub.unimas.my/handle/123456789/2636 | |
| dc.language.iso | Bahasa Melayu | |
| dc.publisher | UNIVERSITI MALAYSIA SARAWAK | |
| dc.relation.ispartofseries | Faculty of Social Sciences and Humanities | |
| dc.subject | Dewan Bandaraya Kuching Utara, community, identity, image, reputation, leadership | |
| dc.title | Persepsi Komuniti terhadap Identiti, Imej dan Reputasi Korporat Dewan Bandaraya Kuching Utara | |
| dc.type | Masters |