Listyono, Yovita Marsha (2021) Pengaruh Kredibilitas Beyond The Scene (BTS) Sebagai Brand Ambassador Terhadap Brand Awareness Dan Brand Trust Kookmin Bank (KB) Bukopin Di Surabaya. Thesis thesis, UNIVERSITAS AIRLANGGA.

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Abstract

This study focus on the impact of BTS credibility as the brand ambassador on brand awareness and brand trust of KB Bukopin. The selection of this study depends on the fact that BTS is used to build brand awareness of the collaboration between Bukopin and KB Kookmin Bank to build brand trust in KB Bukopin. BTS became a symbol of KB Bukopin's rebranding after the liquidity problem. The theory used is the theory of source credibility from Ohanian, brand awareness from Keller, and brand trust from Delgado-Balester. Researchers carried out quantitative research and conducted surveys on customers KB Bukopin, knew BTS as the KB Bukopin brand ambassador, resides and comes from Surabaya. The researcher collected the data through an online questionnaire with a purposive technique. The findings of this study indicate a strong influence from the credibility of BTS as the KB Bukopin brand ambassador on KB Bukopin's brand awareness and brand trust. The attractiveness is the highest dimension of the credibility of BTS. In brand awareness, the highest stage is brand recognition. Meanwhile, in brand trust, the highest is brand intentions.

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