The study determined the influence of public relation to customer retention in buying pocari sweat in Alabang City and was conducted November 2018 to April 2019. Specifically, the study aimed to describe the socio-demographic profile of the respondents, determine the level of influence of public relation, and to identify the factors affecting customer retention.
The study involved 68 respondents through purposive sampling and Cochran formula. The respondents of the study came from Alabang, Muntinlupa City. Descriptive was employed through survey questionnaire. Statistical tools were used such as percentage to determine the socio-demographic profile of the respondent, weighted mean and Likert scale for the computation of level of influence of public relation and the factors affecting the customer relation. Chi-square was used to find out the significant relationship between socio-demographic profile of the respondent and the level of influence of public relation, Pearson-r to measure the significant relationship between the level of influence of public relation and the factors affecting customer retention.
Most of the respondents of Pocari Sweat were female and the highest number of the respondents were ages 19-23 years old with monthly income of 20,001 and above.
Among the factors of level of influence of public relation, crisis communication got the highest weighted mean which was 3.34 and interpreted as a highly influential compared to community relation and public relation in the public interest. On the other hand, where in terms of the factors affecting customer relation, customer satisfaction got the highest weighted mean of 3.53 wherein consumers were strongly agreed that it really affects customer retention in comparison with relationship quality and switching cost.
In determining the relationship between socio-demographic profile of the respondent and the level of influence of public relation in terms of community relation, the data revealed that there was no significant relationship between age, sex, and monthly income when it comes to community relation; in terms of public relation in the public interest age with 0.017 p-value and sex with 0.043 p-value has significant relationship, while monthly income has no significant relationship when it comes to public relation in the public interest; in terms of crisis communication, age with 0.028 p-value and monthly income with 0.041 p-value has significant relationship, while sex has no significant relationship when it comes crisis communication. Second, in determining the significant relationship between the level of influence of public relation and the factors affecting customer retention, the data revealed that there was significant relation between level of influence of public relation and factors affecting customer retention. 

The study examined the influence of public relations on customer retention in the purchase of Pocari Sweat in Alabang City, Muntinlupa. Conducted from November 2018 to April 2019, it aimed to describe respondents’ socio-demographic profiles, assess the level of influence of public relations, and identify factors affecting customer retention. The study involved 68 respondents selected through purposive sampling and Cochran's formula. Findings showed that most respondents were female, aged 19–23, with a monthly income of ₱20,001 and above. Crisis communication emerged as the most influential public relations factor (weighted mean = 3.34, highly influential). Customer satisfaction was the top factor affecting retention (weighted mean = 3.53). Significant relationships were found between specific socio-demographic variables and certain public relation aspects (e.g., age and sex with public interest relations; age and income with crisis communication). The study also confirmed a significant relationship between public relation influence levels and customer retention factors. 

Gonida, J. F., & Pacia, R. A. (2019). Influence of public relation to customer retention in buying Pocari Sweat in Alabang City (Undergraduate thesis, Bachelor of Science in Business Management). Cavite State University – Bacoor City Campus.