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All Journal Proceeding International Conference on Information Technology and Business International conference on Information Technology and Business (ICITB) JURNAL SYARIKAH : JURNAL EKONOMI ISLAM JURNAL VISIONIDA Jurnal Abdi Masyarakat (JAM) Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Jurnal Ilmiah Manajemen Kesatuan JURMA : Jurnal Program Mahasiswa Kreatif International Journal Of Science, Technology & Management (IJSTM) Indonesian Journal of Social Research (IJSR) International Journal of Management Science and Information Technology (IJMSIT) Moneter : Jurnal Keuangan dan Perbankan Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Karimah Tauhid International Journal of Management Analytics (IJMA) International Journal of Management and Business Intelligence (IJMBI) JEBD IPSSJ Educational Researcher Journal
Maulana, Lucky Hikmat
Universitas Ibn Khaldun Bogor
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Optimizing Digital Marketing and Service Quality to Strengthen Customer Loyalty in Rural Banks’ Digital Transformation Era Nursamawi Nursamawi; Lucky Hikmat Maulana; Bramastyo Bontas Prastowo
International Journal of Management Science and Information Technology Vol. 6 No. 2 (2026): July - December 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i2.7502

Abstract

This study examines the effects of digital marketing and service quality on customer loyalty, with customer satisfaction serving as a mediating variable, at Perumda Bank Perekonomian Rakyat (BPR) Bank Kota Bogor, Indonesia. The study is motivated by the increasing digital transformation in the banking industry and the growing competition from fintech companies and digital banks, which require rural banks to strengthen customer relationships and maintain competitiveness. A quantitative explanatory approach was employed using survey data collected from 100 active customers selected through purposive sampling to ensure respondents had experience using the bank’s digital services. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS), which was considered suitable for examining complex relationships among variables with a relatively small sample size. The findings reveal that service quality has a positive and significant effect on customer satisfaction and customer loyalty, while customer satisfaction significantly influences customer loyalty and mediates the relationship between service quality and loyalty. In contrast, digital marketing does not significantly affect customer satisfaction, although it directly influences customer loyalty. Furthermore, customer satisfaction does not mediate the relationship between digital marketing and customer loyalty. These findings indicate that customer loyalty in rural banking is driven more by service quality and customer satisfaction than by digital marketing activities alone. This study contributes to the limited literature on customer loyalty in rural banking and provides practical insights for bank management in strengthening service quality and optimizing digital marketing strategies to enhance long-term customer relationships.
Co-Authors Abdul Zaelani agnes Ahmad Fauzi Allan William Sebastian Anak Agung Dewi Megawati, Anak Agung Dewi Aprida, Cici Asti Marlina Bramastyo Bontas Prastowo Darma, Fahreza Novrian Debora Rosinta Sitepu Dede Nurjannah Dwi Gemina Dwi Tresnawati, Evita Ecin Kuraesin Eka Rahayu Endang Silaningsih Erni Yuningsih Fachruzzaman, Fachruzzaman Hafidh Nurmansyah, Abdul Ahmad Hanif Zaidan Sinaga Hannisa Rahmaniar Hasnin Hapidz Padilla Hartinah, Yeni Hatta, Madani Hendri Maulana Henly Yulina, Henly Hofifah, Siti I Gusti Bagus Wiksuana Ismartaya Ismartaya, Ismartaya Jenab, Siti Jihan Fadhila Kartini, Tini Luky Adrianto Marlina , Asti Marlina, Asti Masayu, Baby Panca Melly Indrawaty Miranti Mohamad Irfan Maulana Nanang Suwondo Natasya, Rafika Nugrahanigsih, Hartanti Nurani, Syifa Bunga Nursamawi Nursamawi Nurul Arifiyani Popy Novita Pasaribu Pratama, Erik Rahayu, Ray Sinta Rahmah, Fina Shofia Ray Sinta Rahayu Renea Shinta Aminda Restiana Febrianti Ridiarsih Riny Kusumawati Ririn Andani Rismaya Saiful Ilham Samsuri . Simanjuntak, Wildaria Simatupang, Frido Saritua Siti Jenab Sri Harini Sri Harini Sudarijati Sudarijati Suryani, Danu Syahrum Agung Syaiful . Syifa Bunga Nurani Thalib, Hasan Haikal Titiek Tjahja Andari Vina Damayanti, Vina Wardhana, Adhitya Ikhsani Yulianingsih Zaelani, Abdul Zahrah Nur Fakhirah