ANALISIS PENGARUH DIGITAL MARKETING, BRAND IMAGE DAN LAYANAN MOBILE BANKING TERHADAP LOYALITAS NASABAH

Abstrak

Customer loyalty serves as a strategic determinant of banking competitiveness in the digital transformation era. This study aims to analyze the influence of digital marketing, brand image, and mobile banking service quality on customer loyalty in the Indonesian banking sector, while examining the mediating role of brand image. A quantitative approach with an explanatory research design was applied to a sample of 300 active bank customers selected through purposive sampling. Data analysis was executed using Structural. Equation Modeling based on Partial Least Squares (SEM-PLS) via SmartPLS. Empirical findings indicate that digital marketing exerts a positive and significant effect on brand image (β = 0.48, p < 0.001) and customer loyalty (β = 0.34, p < 0.001). Furthermore, brand image significantly mediates the relationship between digital marketing and customer loyalty. Mobile banking service quality demonstrates the strongest direct impact on customer loyalty (β = 0.52, p < 0.001), underscoring that digital service performance is the primary driver of continuous customer engagement. This research contributes theoretically by integrating digital marketing and technological service quality into a unified customer loyalty model, offering practical guidelines for bank management to enhance personalized digital campaigns, brand equity, and mobile application reliability. ABSTRAK Loyalitas nasabah merupakan penentu strategis daya saing perbankan di era transformasi digital. Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing, brand image, dan kualitas layanan mobile banking terhadap loyalitas nasabah perbankan di Indonesia, serta menguji peran mediasi brand image. Pendekatan kuantitatif dengan desain eksplanatori diterapkan pada sampel 300 nasabah perbankan aktif yang dipilih melalui teknik purposive sampling. Teknik analisis data menggunakan Structural Equation. Modeling berbasis Partial Least Squares (SEM-PLS) dengan bantuan SmartPLS. Hasil pengujian empiris menunjukkan bahwa digital marketing berpengaruh positif dan signifikan terhadap brand image (β = 0,48, p < 0,001) dan loyalitas nasabah (β = 0,34, p < 0,001). Brand image terbukti memediasi hubungan antara digital marketing dan loyalitas nasabah secara signifikan. Lebih lanjut, kualitas. layanan mobile banking mencatatkan pengaruh langsung terkuat terhadap loyalitas nasabah (β = 0,52, p < 0,001), menegaskan bahwa kinerja operasional aplikasi digital merupakan penggerak utama retensi nasabah. Studi ini memberikan kontribusi teoritis dengan mengintegrasikan pemasaran digital dan kualitas layanan teknologis dalam pemodelan loyalitas perbankan, serta memberikan implikasi praktis bagi manajemen perbankan dalam mengoptimalkan strategi pemasaran personalistis, penguatan citra merek, dan keandalan sistem mobile banking.