Pengaruh Viral Marketing, Brand Ambassador dan Kemudahan Penggunaan terhadap Keputusan Generasi Z Menggunakan Aplikasi Allo Bank
DOI:
https://doi.org/10.55606/jekombis.v5i1.5877Keywords:
Brand Ambassador, Ease of Use, Generation Z, Usage Decisions, Viral MarketingAbstract
This study aims to examine the effect of Viral Marketing, Brand Ambassador, and Perceived Ease of Use on Generation Z’ decision to use the Allo Bank application. This research employs a quantitative research design and uses a purposive sampling technique. The population in this study is unknown. A total of 105 respondents were selected as the sample using a non-probability sampling method and the Lemeshow formula. Data were collected by distributing questionnaires. The research instrument was a questionnaire measured using a Likert scale. The data were analyzed using SPSS version 26 and Microsoft Excel. The results indicate that, partially, Viral Marketing has a significant effect on the decision to use the application, Brand Ambassador has a significant effect on the decision to use the application, and Perceived Ease of Use has a significant effect on the decision to use the application.
Downloads
References
Fadli, Z., et al. (2023). Manajemen pemasaran digital (1st ed.). PT Global Eksekutif Teknologi.
Gunawan. (2024). Digital marketing: Strategi pemasaran pada era digital. CV Media Sains Indonesia.
Hikmah, N., Savitri, C., & Faddila, S. P. (2024). Pengaruh brand ambassador Refal Hady dan viral marketing pada akun TikTok @Avoskinbeauty terhadap keputusan pembelian skincare Avoskin. Management Studies and Entrepreneurship Journal, 5(2), 6395–6408. http://journal.yrpipku.com/index.php/msej
Julietta, M. A., Koswara, I., & Sunarya, Y. D. R. (2023). Strategi event marketing Allo Bank dalam meningkatkan pengguna Allo Bank (studi kasus pada event Allo Bank Festival). Jurnal Ilmiah Sistem Informasi dan Ilmu Komputer, 3(2), 32–46. https://doi.org/10.55606/juisik.v3i2.471
Kholik, A. (2020). Perilaku konsumen: Ruang lingkup dan konsep dasar (1st ed.). Wdina Bhakti Persada.
Kotler, P., Keller, K. L., Chernev, A., & Sheth, J. N. (2022). Marketing management (16th ed.). Pearson Education.
Lokadata.id. (2025). Anatomi pengguna medsos di Indonesia: Siapa di mana?
Nainggolan, L. P. S. I., Abdullah, M. A.-F., & Perkasa, D. H. (2023). Pengaruh kualitas pelayanan, kemudahan penggunaan dan persepsi keamanan terhadap keputusan penggunaan GoTransit (studi kasus Stasiun Tanah Abang). Score: Jurnal Lentera Manajemen Pemasaran, 1(2), 63–72. https://doi.org/10.59422/lmp.v1i02.140
Najwah, J. (2022). Pengaruh viral marketing, online consumer reviews, harga, dan brand ambassador terhadap keputusan pembelian secara online di Tokopedia. BISECER (Business Economic Entrepreneurship), 5(2), 1–13.
Nathadiharja, S. S., Apriadi, D., & Nova, S. (2024). Buku strategi pemasaran.
Parasari, N. S. M., Wijaya, G. C., Purwandari, D. P., & Permana, G. P. L. (2023). Pengaruh viral marketing, brand ambassador dan tagline terhadap keputusan pembelian produk Avoskin Beauty di Denpasar. Jurnal Ilmiah Manajemen Kesatuan, 11(1), 153–162. https://doi.org/10.37641/jimkes.v11i1.1740
Pramesthi, J. A., Fahrezi, R. R., & Pradana, Y. (2024). Fan loyalty, event marketing dan pengaruhnya terhadap brand image (studi pada fans K-pop). Communicator Sphere, 4(1), 39–56.
Pratama, C. A. Z., Dewi, R. S., & Wijayanto, A. (2022). Pengaruh viral marketing terhadap keputusan pembelian sunscreen Wardah melalui brand awareness sebagai variabel intervening. Jurnal Ilmu Administrasi Bisnis, 11(1), 59–69.
Putri, G. F. W., Permatasari, D. B. A., & Fadeli, M. (2024). Pengaruh brand ambassador Baekhyun EXO melalui Instagram terhadap brand image Allobank. Jurnal Administrasi Publik dan Ilmu Komunikasi, 11(2), 181–190. https://doi.org/10.55499/intelektual.v11i02.1218
Qadir, A., & Ramli, M. (2024). Abdul Qadir final. Al-Furqan, 3(3), 2713–2724. https://publisherqu.com/index.php/Al-Furqan/article/view/1787
Ramadaey Bangsa, J., & Khumaeroh, L. (2023). The effect of perceived benefits and ease of use on the decision to use Shopeepay QRIS on digital business students of Ngudi Waluyo University. Jurnal Ilmiah Bisnis, Manajemen dan Akuntansi, 3(1). http://jibaku.unw.ac.id
Rithmaya, C. L., Ardianto, H., & Sistiyarini, E. (2024). Gen Z and the future of banking: An analysis of digital banking adoption. Jurnal Manajemen dan Kewirausahaan, 26(1), 64–78. https://doi.org/10.9744/jmk.26.1.64-78
Salsabila, A. (2025). Cultural studies: Fenomena Korean wave di Indonesia. Kompasiana. https://www.kompasiana.com/annisasalsabila4961/68d816daed64153d81330968/cultural-studies-fenomena-korean-wave-di-indonesia
Suci, N., Siregar, P. Y., Mursida, W., Wardani, K., & Pratamahanu, A. N. (2023). Brand ambassador, promosi media sosial dan e-service quality terhadap keputusan penggunaan layanan Allo Bank. 17–28. http://ejurnal.stieipwija.ac.id/index.php/prc
Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif, dan R&D (2nd ed.). Alfabeta.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Jurnal Penelitian Ekonomi Manajemen dan Bisnis
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
