Pengaruh Brand Ambassador Baekhyun EXO Melalui Customer Relationship Management Dan Trust Terhadap Customer Loyalty Allo Bank

Arindy, Yunida (2025) Pengaruh Brand Ambassador Baekhyun EXO Melalui Customer Relationship Management Dan Trust Terhadap Customer Loyalty Allo Bank. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perusahaan bank digital meningkat pesat dengan adanya perubahan perilaku masyarakat yang banyak bertransaksi menggunakan bank digital. Bank digital perlu terus berinovasi demi memenuhi kebutuhan pelanggan agar tetap menggunakan layanan mereka. Allo Bank menggunakan strategi brand ambassador (BA) untuk meningkatkan potensi loyalitas pelanggan. Tujuan penelitian ini untuk mengetahui keterkaitan brand ambassador Baekhyun EXO dengan customer loyalty Allo Bank melalui customer relationship management dan trust sebagai mediasi. Dengan total 130 penggemar Baekhyun minimal pada tahun 2023 yang sekaligus pernah menggunakan Allo Bank pada tahun tersebut diteliti menggunakan pendekatan kuantitatif yang diolah menggunakan PLS-SEM. Hasil penelitian menunjukkan adanya pengaruh langsung brand ambassador yang signifikan terhadap customer loyalty. Brand ambassador juga berpengaruh signifikan terhadap Customer Relationship Management (CRM) dan trust. Namun CRM dan trust tidak berpengaruh signifikan terhadap customer loyalty serta tidak memediasi hubungan BA dengan loyalitas pelanggan. Temuan ini menunjukkan peran penting brand ambassador Baekhyun EXO dalam meningkatkan customer loyalty Allo Bank secara jangka panjang. Penelitian ini memberikan implikasi manajerial terkait optimalisasi strategi brand ambassador dan evaluasi ulang peran CRM dan trust.
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Digital-only bank companies are growing rapidly with changes in people's behavior who make many transactions using digital-only banks. Digital-only banks need to continue to innovate to meet customer needs so that they continue to use their services. Allo Bank uses a brand ambassador (BA) strategy to increase the potential for customer loyalty. The purpose of this study is to determine the relationship between EXO's Baekhyun brand ambassador and Allo Bank customer loyalty through customer relationship management and trust as mediation. With a total of 130 Baekhyun’s fans at least in 2023 who had also used Allo Bank in that year, they were studied using a quantitative approach processed using PLS-SEM. The results of the study showed a significant direct influence of brand ambassadors on customer loyalty. Brand ambassadors also have a significant effect on Customer Relationship Management (CRM) and trust. However, CRM and trust do not have a significant effect on customer loyalty and do not mediate the relationship between BA and customer loyalty. These findings show the important role of EXO's Baekhyun brand ambassador in increasing Allo Bank's customer loyalty in the long term. This study provides managerial implications related to optimizing brand ambassador strategies and re-evaluating the role of CRM and trust. Suggestions for further research include a qualitative approach, diversifying respondents, and adding supporting variables for loyalty.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Brand Ambassador, Customer Loyalty, Customer Relationship Management, Trust
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Yunida Arindy
Date Deposited:	28 Jul 2025 03:03
Last Modified:	28 Jul 2025 03:03
URI:	http://repository.its.ac.id/id/eprint/121926

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