DARMAWAN, MUHAMMAD DIKY (2025) PENGARUH BRAND AMBASSADOR DAN SOCIAL MEDIA MARKETING TERHADAP PENGAMBILAN KEPUTUSAN PENGGUNAAN APLIKASI MYBCA (Survey Pada Followers Instagram @goodlifebca). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The advancement of digital technology has driven the banking industry to introduce application-based services that provide convenience and efficiency in customer transactions. However, challenges remain in the form of low brand awareness and less optimal digital marketing strategies in encouraging the adoption of digital banking applications such as MYBCA. Addressing this issue, the present study investigates the influence of Brand Ambassador and Social Media Marketing on the decision to use the MYBCA application, with Brand Awareness examined as a mediating variable. Specifically, this research aims to analyze both the direct and indirect effects of Brand Ambassador and Social Media Marketing on usage decisions through Brand Awareness. The study is grounded in new media theory and the AISAS model (Attention, Interest, Search, Action, Share), which explains consumer behavior patterns in the digital ecosystem. Employing a quantitative approach under the positivistic paradigm, the research applies Partial Least Squares Structural Equation Modeling (PLSSEM). A total of 200 respondents were selected using purposive sampling among Instagram followers of @goodlifebca who have used the MYBCA application. Data were collected through an online questionnaire. The findings reveal that Brand Ambassador exerts a positive and significant effect on both Brand Awareness and the Decision to Use MYBCA. Social Media Marketing shows a strong effect on usage decisions, although its impact on Brand Awareness is relatively weak. These results highlight the need to optimize digital marketing strategies by leveraging social media and Brand Ambassadors to enhance brand awareness and strengthen consumer decision-making in adopting digital banking applications. Keywords: Brand Ambassador, Social Media Marketing, Brand Awareness, Usage Decision, AISAS Model, Positivistic Paradigm. Kemajuan teknologi digital telah mendorong industri perbankan untuk menyediakan layanan berbasis aplikasi yang mampu memberikan kemudahan dan kenyamanan transaksi bagi nasabah. Meski demikian, tantangan masih muncul berupa rendahnya tingkat kesadaran merek serta belum maksimalnya strategi pemasaran digital dalam meningkatkan adopsi aplikasi perbankan digital seperti MYBCA. Berangkat dari permasalahan tersebut, penelitian ini berupaya mengkaji pengaruh Brand Ambassador dan Social Media Marketing terhadap keputusan penggunaan aplikasi MYBCA, serta menelaah peran Brand Awareness sebagai variabel intervening. Secara khusus, penelitian ini bertujuan untuk menganalisis baik pengaruh langsung maupun tidak langsung dari Brand Ambassador dan Social Media Marketing terhadap keputusan penggunaan aplikasi MYBCA melalui Brand Awareness. Landasan teoretis penelitian ini merujuk pada teori new media dan model AISAS (Attention, Interest, Search, Action, Share) yang menggambarkan proses perilaku konsumen dalam ranah digital. Penelitian dilakukan dengan pendekatan kuantitatif berparadigma positivistik melalui metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Sampel penelitian terdiri dari 200 responden yang diperoleh dengan teknik purposive sampling pada followers akun Instagram @goodlifebca yang telah menggunakan aplikasi MYBCA. Data dikumpulkan melalui kuesioner daring. Hasil penelitian memperlihatkan bahwa Brand Ambassador berpengaruh positif dan signifikan terhadap Brand Awareness maupun Keputusan Penggunaan aplikasi MYBCA. Social Media Marketing menunjukkan pengaruh yang kuat terhadap Keputusan Penggunaan, meskipun kontribusinya terhadap Brand Awareness relatif rendah. Temuan ini menegaskan pentingnya optimalisasi strategi pemasaran digital dengan memanfaatkan media sosial serta figur Brand Ambassador untuk meningkatkan kesadaran merek sekaligus mendorong keputusan penggunaan aplikasi perbankan digital secara lebih efektif. Kata Kunci: Brand Ambassador, Social Media Marketing, Brand Awareness, Keputusan Penggunaan, AISAS Model, Paradigma Positivistik.
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