SUBARY, ANANDA ARYATAMA (2026) PENGARUH EFEKTIVITAS IKLAN BANK CENTRAL ASIA "DON'T KNOW? KASIH NO!" DI MEDIA SOSIAL YOUTUBE TERHADAP BRAND LOYALTY (Survei terhadap Nasabah Bank BCA KCP Bumi Permata Indah). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The rapid development of digital technology and the increasing use of social media have encouraged companies to utilize digital platforms as effective marketing communication tools. YouTube has become an effective medium for delivering advertising messages widely and interactively. Alongside the growth of digital banking services, cybercrime threats have also increased, prompting Bank Central Asia (BCA) to launch the educational advertisement “Don’t Know? Kasih No!” as an effort to raise awareness of digital security while strengthening Brand loyalty. This study aims to examine the effectiveness of the “Don’t Know? Kasih No!” advertisement on YouTube in enhancing Brand loyalty among customers of BCA KCP Bumi Permata Indah. The research focuses on the relationship between advertising effectiveness as the independent variable and Brand loyalty as the dependent variable, measured through the dimensions of repurchase intention, brand preference, commitment, and recommendation. This research employs a quantitative approach using a survei method. The advertising effectiveness theory proposed by Sutherland (2007) is applied in this study. The sampling technique used is purposive sampling, involving 94 respondents from a total population of 1,523 customers. Data were collected through Likert-scale questionnaires and analyzed using statistical tests. The results indicate that the “Don’t Know? Kasih No!” advertisement on YouTube has a significant effect on Brand loyalty. The coefficient of determination shows that advertising effectiveness contributes 61.1% to Brand loyalty, while the remaining 38.9% is influenced by other factors not examined in this study. Based on these findings, it can be concluded that educational advertising on YouTube is not only effective in conveying digital security messages but also capable of enhancing customer Brand loyalty toward Bank Central Asia. Therefore, educational and informative digital marketing communication strategies should continue to be developed to maintain customer loyalty. Keywords: Advertising, Bank, Brand loyalty, YouTube. Perkembangan teknologi digital dan meningkatnya penggunaan media sosial mendorong perusahaan memanfaatkan platform digital sebagai sarana komunikasi pemasaran. YouTube menjadi media yang efektif dalam menyampaikan pesan iklan secara luas dan interaktif. Di tengah meningkatnya layanan perbankan digital, ancaman kejahatan siber juga semakin tinggi, sehingga Bank Central Asia (BCA) meluncurkan iklan edukatif “Don’t Know? Kasih No!” sebagai upaya meningkatkan kesadaran keamanan digital sekaligus memperkuat Brand loyalty. Penelitian ini bertujuan untuk mengetahui Pengaruh Efektivitas Iklan “Don’t Know? Kasih No!” di media sosial YouTube Terhadap Brand Loyalty nasabah BCA KCP Bumi Permata Indah. Penelitian ini memfokuskan hubungan antara Pengaruh Efektivitas Iklan sebagai variabel independen dan Brand Loyalty sebagai variabel dependen yang diukur melalui dimensi pembelian ulang, preferensi merek, komitmen, dan rekomendasi. Pendekatan penelitian yang digunakan adalah kuantitatif dengan metode survei. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden sebanyak 94 nasabah dari total populasi 1.523 nasabah. Data dikumpulkan melalui kuesioner berskala Likert dan dianalisis menggunakan uji statistik. Hasil penelitian menunjukkan bahwa Pengaruh Efektivitas Iklan “Don’t Know? Kasih No!” di YouTube berpengaruh signifikan terhadap Brand loyalty nasabah. Nilai koefisien determinasi menunjukkan bahwa Pengaruh Efektivitas Iklan berkontribusi sebesar 61,1% terhadap Brand loyalty, sedangkan 38,9% dipengaruhi oleh faktor lain di luar penelitian ini. Berdasarkan hasil tersebut, dapat disimpulkan bahwa iklan edukatif di YouTube tidak hanya efektif dalam menyampaikan pesan keamanan digital, tetapi juga mampu meningkatkan loyalitas merek nasabah terhadap Bank Central Asia. Oleh karena itu, strategi komunikasi pemasaran digital yang edukatif dan informatif perlu terus dikembangkan untuk mempertahankan loyalitas nasabah. Kata Kunci : Bank, Brand loyalty, Iklan, YouTube.
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