INCREASED CUSTOMER SATISFACTION USING DIGITAL MARKETING IMPLEMENTATION IN THE BANKING INDUSTRY IMAGE

Nunung Ayu Sofiati (Efi); Yoyo Sudaryo; Dayan Hakim Natigor; Rama Chandra Jaya

doi:10.24198/sosiohumaniora.v25i1.45604

INCREASED CUSTOMER SATISFACTION USING DIGITAL MARKETING IMPLEMENTATION IN THE BANKING INDUSTRY IMAGE

Nunung Ayu Sofiati (Efi), Yoyo Sudaryo, Dayan Hakim Natigor, Rama Chandra Jaya

Abstract

Digital technology has spread throughout the planet. The banking industry is one that is intimately tied to this technology. The National Private Business Bank (BUSN) employs a variety of digital marketing strategies. One method is to use websites and social media. This study employs a management science method to assess the importance of digital marketing in enhancing customer satisfaction and its influence on banking image. This study use descriptive research methodologies using sample of 140 respondents, with this analysis employing Chou and Bentler’s theory. Finally, the research findings indicate that Digital Marketing Implementation at BUSN has been carried out quite well; in this study, customers at BUSN are satisfied, and the Banking Image at National Private Business Banks (BUSN) has been well obtained. In this study, it is also discovered that Digital Marketing has an impact on Customer Satisfaction at National Private Business Banks (BUSN), with a magnitude of 72.7%. Furthermore, there is a 21.8% effect of Digital Marketing in this study on Banking Image at National Private Business Banks (BUSN), and it is known that there is an effect of Customer Satisfaction on Banking Image at National Private Business Banks (BUSN), with a magnitude of influence of 22.9%, there is an effect of Digital Marketing on Customer Satisfaction, and its Impact on Banking Image at National Private Business Banks (BUSN), with a simultaneous influence of 83.1%, and the remaining 16.9% is influenced by factors other than the research variables.

Keywords

Digital Marketing Implementation; Customer Satisfaction; Banking Image

Full Text:

PDF

References

Bentler P.M., & Chou Chih-Ping. (1987). Practical Issues in Structural Modeling. In Sociological methods & research.16(1), 78–117.

Coviello, N., Milley, Coviello, R.N., Milley, R., & Marcolin, B. (2001). Understanding IT-Enabled Interactivity In Contemporary Marketing. Journal of Interactive Marketing, 15(4), 18–33. https://doi.org/10.1002/dir.1020,

Heidrick, & Struggles. (2009). The Adoption Of Digital Marketing in Financial. Services Under Crisis.

Istijanto. (2005). Riset Sumber Daya Manusia. Gramedia Pustaka Utama.

Jaya, R., & Triono, S. (2022). Faktor-Faktor Yang Mempengaruhi Keputusan Konsumen E-Commerce Menggunakan Digital Accumulated Balance Payment System (Pay Later). Jurisma: Jurnal Riset Bisnis & Manajemen, 12(2), 196-206. Https://Doi.Org/10.34010/Jurisma.V12i2.4655

Nasution. (2005). Manajemen Mutu Terpadu: Total Quality Management. Ghalia.

Sofiaty, N.A.(Efi)., Sudaryo, Y., Astuti, T.T. & Sukandi, A. (2022). Pengaruh Implementasi Digital Marketing Terhadap Citra Perbankan Dengan Kepuasan Nasabah Sebagai Variable Intervening. Sosiohumaniora: Jurnal Ilmu-Ilmu Sosial Dan Humaniora, 24(1), 98–106.

Peter, P. & C.Olson, J. (2000). Consumer Behavior: Perilaku Konsumen Dan Strategi Pemasaran. Erlangga.

Rangkuti, F. (2014). Analisis SWOT: Teknik Membedah Kasus Bisnis. Gramedia Pustaka.

Jaya, R.C., Yudanegara, A. & Triono, S.P.H. (2020). The effect of human-centric brands and online store image on social media engagement in Bandung city small and medium enterprises. In Advances in Business, Management and Entrepreneurship (1st Edition, pp. 370–374). CRC Press

Rusdianti, E., Purwantini, S. & Wardoyo, P. (2017). Kepuasan Nasabah Terhadap Kualitas Layanan Bni E–Banking. Jurnal Dinamika Sosial Budaya, 18(2), 226. https://doi.org/10.26623/jdsb.v18i2.572

Smith, P. & Dave, C., (2013). Emarketing Excellence: Planning and Optimizing your Digital Marketing. Routledge.

Sofiati, N.A., & Limakrisna, N. (2017). Holistic marketing implementation to increase company trust and image on state banking industries (a customer survey on customers of state banks in West Java province). International Journal of Applied Business and Economic Research, 15(6), 117–130.

Sukandi, A., Ayu, N.A. (Efi), & Yoyo. Y. (2019). Implementasi Digital Marketing Untuk Meningkatkan Kepuasan Nasabah Dan Berdampak Pada Citra Lembaga Perbankan (Suatu Survey pada Lembaga Perbankan Nasioanal). Sosiohumaniora, 21(3), 355–364. https://doi.org/10.24198/sosiohumaniora.v21i3.23464

Sunyoto, D. (2013). Perilaku Konsumen. Center of Academic Publishing Service (APS).

Sutisna. (2001). Perilaku Konsumen dan Komunikasi Pemasaran. PT Remaja Rosdakarya.

Urban, G. L. (2004). Digital Marketing Strategy: Text and Cases. Pearson Education.

http://www.bi.go.id/id/perbankan/keuanganinklusif/program/Contents/default

http://www.kinerjabank.com

http://www.similarweb.com

DOI: https://doi.org/10.24198/sosiohumaniora.v25i1.45604