PENGARUH BRAND AMBASSADOR DALAM MENINGKATKAN BRAND EQUITY ALLOBANK

    Farischa Ramandha Subiakto, - and Vanessa Gaffar, - and Asep Miftahuddin, - (2025) PENGARUH BRAND AMBASSADOR DALAM MENINGKATKAN BRAND EQUITY ALLOBANK. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Persaingan dalam industri perbankan digital menuntut penerapan strategi pemasaran yang efektif untuk memperkuat brand equity. AlloBank, salah satu bank digital terkemuka di Indonesia, memanfaatkan popularitas budaya K-Pop dengan menunjuk Wonwoo dan Mingyu dari SEVENTEEN sebagai brand ambassador pada tahun 2024. Penelitian ini dirancang untuk mengkaji pengaruh brand ambassador terhadap brand equity AlloBank secara empiris. Penelitian menggunakan pendekatan kuantitatif dengan metode deskriptif dan verifikatif. Data dikumpulkan melalui kuesioner yang disebarkan kepada 400 responden, yaitu pengguna AlloBank yang mengenal kedua figur publik tersebut, dengan sampel dipilih menggunakan teknik simple random sampling. Analisis data dilakukan menggunakan SPSS versi 29 untuk MacOS, mencakup uji validitas, reliabilitas, normalitas, analisis korelasi, regresi linear sederhana, dan uji t. Hasil penelitian menunjukkan bahwa kehadiran brand ambassador memiliki pengaruh positif dan signifikan terhadap brand equity AlloBank. Competition in the digital banking industry requires the implementation of effective marketing strategies to strengthen brand equity. AlloBank, one of Indonesia’s leading digital banks, leveraged the popularity of K-Pop by appointing Wonwoo and Mingyu from SEVENTEEN as brand ambassadors in 2024. This study was designed to empirically examine the influence of brand ambassadors on AlloBank’s brand equity. The research employed a quantitative approach with descriptive and verificative methods. Data were collected through questionnaires distributed to 400 respondents, specifically AlloBank users who were familiar with both public figures, with samples selected using simple random sampling. Data analysis was conducted using SPSS version 29 for MacOS, including validity and reliability tests, normality tests, correlation analysis, simple linear regression, and t-tests. The results indicate that the presence of brand ambassadors has a positive and significant effect on AlloBank’s brand equity.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing : VANESSA GAFFAR : 5993246 ASEP MIFTAHUDDIN : 6750370
    Uncontrolled Keywords: Brand Ambassador, Brand Equity, AlloBank, SPSS, Perbankan digital Brand Ambassador, Brand Equity, AlloBank, SPSS, Digital Banking
    Subjects: H Social Sciences > HC Economic History and Conditions
    H Social Sciences > HF Commerce
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
    Depositing User: Farischa Ramandha Subiakto
    Date Deposited: 08 Oct 2025 09:44
    Last Modified: 08 Oct 2025 09:44
    URI: http://repository.upi.edu/id/eprint/142463

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