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All Journal Quantitative Economics Journal Arthavidya Jurnal Ilmiah Ekonomi Journal Of Management Science (JMAS) Ensiklopedia Education Review JUMAN Tools (Jurnal Manajemen Tools) Community Engagement and Emergence Journal (CEEJ) Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial Journal of Management and Bussines (JOMB) JPM: JURNAL PENGABDIAN MASYARAKAT Jurnal Pengabdian Masyarakat Indonesia Britain International of Humanities and Social Sciences (BIoHS) Journal International Journal of Educational Review, Law And Social Sciences (IJERLAS) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Journal of Research in Social Science and Humanities Edu Society: Jurnal Pendidikan, Ilmu Sosial dan Pengabdian Kepada Masyarakat Journal of International Conference Proceedings International Conference on Sciences Development and Technology International Conference on Health Science, Green Economics, Educational Review and Technology (IHERT) International Journal of Economic, Technology and Social Sciences (Injects) JURNAL RUMPUN MANAJEMEN DAN EKONOMI International Journal of Economics, Accounting, and Management International Journal of Management, Economic and Accounting CITAKARYA Jurnal Pengabdian Masyarakat PHINISI
Dewi Nurmasari Pane
Program Studi Manajemen, Fakultas Sosial Sains, Universitas Pembangunan Panca Budi
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Medicine & Pharmacology Physics Public Health Social Sciences Transportation Other

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Digital Marketing of Banking Products: The Role of Brand Image and Promotion in Shaping Customer Loyalty at BRI in Medan City Fitra Arlina Nasution; Dewi Nurmasari Pane
International Journal of Economics Accounting and Management Vol. 2 No. 5 (2026): IJEAM - January 2026
Publisher : PT. INOVASI TEKNOLOGI KOMPUTER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60076/ijeam.v2i5.1935

Abstract

Digital transformation has significantly reshaped marketing strategies in the banking sector. This study examines the effect of Digital Marketing on Customer Loyalty, with Brand Image and Promotion as mediating variables, in the context of Bank Rakyat Indonesia (BRI) in Medan City. A quantitative explanatory research design was employed using a sample of 100 banking customers selected through purposive sampling. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that Digital Marketing significantly influences Brand Image, Promotion, and Customer Loyalty. Furthermore, Brand Image and Promotion partially mediate the relationship between Digital Marketing and Customer Loyalty. The structural model explains 63% of the variance in Customer Loyalty. The findings highlight the strategic role of integrated digital marketing initiatives in strengthening brand perception and enhancing long-term customer loyalty in the banking industry.
ANALYSIS OF PERCEIVED CONVENIENCE 4.0 AND DIGITAL EXPERIENCE QUALITY ON CONTINUANCE USAGE BEYOND BASIC FEATURE LIVIN' BY MANDIRI WITH AFFECTIVE TRUST AS MEDIATION IN MEDAN CITY Hambali; Muhammad Dharma Tuah Putra; Dewi Nurmasari Pane
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18611645

Abstract

This study aims to analyze the influence of Perceived Convenience 4.0 and Digital Experience Quality on Continuance Usage Beyond Basic Features among users of the Livin' by Mandiri mobile banking application, with Affective Trust as a mediating variable. This study uses a quantitative approach with the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method. Data were obtained from Livin' user respondents who have used basic features and have accessed features beyond basic. The results show that Perceived Convenience 4.0 and Digital Experience Quality have a significant positive effect on Affective Trust and continued use of advanced features. In addition, Affective Trust is proven to significantly mediate the relationship between convenience and digital experience on continuance usage, so emotional trust plays an important role in encouraging exploration of more complex features. These findings confirm that digital convenience and experience quality are key factors in building users' emotional relationships with the application, which ultimately increases the use of features beyond basic. This study provides theoretical contributions to the development of mobile banking user behavior models as well as practical implications for optimizing experience- and trust-based digital banking strategies.
The Influence of Brand Image and Product Quality on Frozen Food Purchase Decisions with Purchase Intention as a Mediating Variable at PT Madusari Nusaperdana Medan Nasution, Willy Zek; Rossanty, Yossie; Pane, Dewi Nurmasari
Journal of Research in Social Science and Humanities Vol 6, No 1 (2026): March 2026
Publisher : Utan Kayu Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/jrssh.v6i1.572

Abstract

This study aims to analyze the effect of brand image and product quality on frozen food purchase decisions, with purchase intention as an intervening variable among consumers of PT Madusari Nusaperdana in Medan City. A quantitative approach with a survey method was employed. Data were collected through questionnaires distributed to consumers who had purchased products from PT Madusari Nusaperdana and were analyzed using regression analysis and mediation testing to examine both direct and indirect effects among variables. The results indicate that brand image and product quality have a positive and significant effect on purchase intention and also exert a positive and significant effect on purchase decisions. Furthermore, purchase intention is found to have a positive and significant effect on purchase decisions. Mediation analysis confirms that purchase intention mediates the relationship between brand image and product quality and purchase decisions. These findings suggest that strengthening brand image and improving product quality can enhance consumers’ purchase intention, which in turn leads to higher purchase decisions for frozen food products. The practical implication of this study highlights the importance of consistent brand-building strategies and quality control in increasing a company’s competitiveness.
Co-Authors , Miftah El Fikri Ahmad, Rizal Ahmad, Rizal Aldila Sahura Annisa Sanny Beni Anggara Bobby Surya Darma Breyma Baharudin Maulana Tarigan Cendana, Sylvia CITRA ANITA ANITA RAHMAH DAYU, Wulan Dewi Nur Aini Dirwan Doni DWI SURYANTO Fitra Arlina Nasution Hambali Hikmatul Fadhilah Sianipar Howandi, Rani Desiana HUSNI MUHARRAM RITONGA Husni Muharram Ritonga Husni Muharram Ritonga Lissia Salsabila Lorentia, Esther M. Zulfikri Manuntun Pakpahan Maya Macia Sari Mesra B Muhammad Dharma Tuah Putra Muhammad Miftahul Khoiri Muhammad Nasir Muhammad Sugiato Mustofa Nasution, Willy Zek Nur Athifah Nurafrina Siregar Nurul Hasanah Ocdy Amelia Panggabean, Maya Sabirina Poluan, Nadia Amelia Putri Suci Rahayu Putri, Chairani Dwi Rahmadani Rahmadani Rahmadani Rahmadani, Adinda Tantri Rahmadani, Rahmadani Ramadhan Akbari Ramadhan Harahap Rianto, Hartato Risky Rahmawansyah RITONGA, HUSNI MUHARRAM Rizal Ahmad Sakdiah Santana, Richo Adjie Sentosa, Ilham Setiawan, Abdi Sharin, Farah Hida Sianipar, Hikmatul Fadhilah Sienak Krismawati Hia Sri Wahyuni Suwarno Tania Putri Maharani Thionardi, Velasco Yoki Amriza Yossie Rossanty