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All Journal Accounting Profession Journal (APAJI) Jurnal Manajemen Perbankan Keuangan Nitro
Rezvanny Maricar
Sekolah Tinggi Ilmu Ekonomi Amkop
Economics, Econometrics & Finance

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Driving Customer Loyalty in Digital Banking: The Strategic Role of Digital Marketing, Service Quality, and Customer Experience Setya Ega Susanto; Rezvanny Maricar; Ceskakusumadewi Baharuddin; Panus Panus; Halida Sasmita
Jurnal Manajemen Perbankan Keuangan Nitro Vol. 2 No. 1 (2026): Special Volume for International Collaboration ASEAN Countries
Publisher : LP2M IBK Nitro

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The rapid development of digital technology has significantly transformed the banking industry, compelling banks to adopt integrated digital marketing strategies to remain competitive and enhance customer relationships. This study aims to examine the influence of digital marketing strategy on customer loyalty in the banking industry by incorporating digital service quality, customer experience, and customer satisfaction into a comprehensive structural model. A quantitative research design was employed using a cross-sectional survey of 250 digital banking users who had actively utilized mobile or internet banking services for at least six months. Data were collected through a structured questionnaire using a five-point Likert scale and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that digital marketing strategy has a significant positive effect on digital service quality and customer experience. Digital service quality significantly influences customer satisfaction and customer loyalty, while customer satisfaction and customer experience both positively affect customer loyalty. Furthermore, mediation analysis reveals that customer satisfaction partially mediates the relationship between digital service quality and customer loyalty, and customer experience partially mediates the relationship between digital marketing strategy and customer loyalty. The model demonstrates substantial explanatory power, with digital marketing-related constructs explaining a significant proportion of variance in customer loyalty. The findings suggest that digital marketing strategy functions not merely as a promotional tool but as an integrated system that enhances service performance, personalization, and customer engagement. By effectively managing digital touchpoints, CRM systems, and service quality dimensions, banks can strengthen customer satisfaction and foster long-term loyalty. This study contributes to the literature by extending traditional service quality and satisfaction–loyalty frameworks into the digital banking context and offers practical implications for banks seeking sustainable competitive advantage in the era of digital transformation.
PERAN TRANSFORMASI BUDAYA DIGITAL DALAM MENINGKATKAN KINERJA USAHA UMKM GENERASI X DI KOTA MAKASSAR Tirta Rahayu Putri L; Rezvanny Maricar; Muh. Rizal Halim; Ifah Finatry Latiep
Accounting Profession Journal (APAJI) Vol. 8 No. 2 (2026): Accounting Profession Journal (APAJI)
Publisher : Program Studi Akuntansi Fakultas Ekonomi dan Bisnis Universitas Kristen Indonesia Paulus

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Transformasi budaya digital menjadi faktor penting dalam meningkatkan daya saing Usaha Mikro, Kecil, dan Menengah (UMKM), khususnya bagi pelaku usaha Generasi X yang menghadapi tantangan adaptasi terhadap perkembangan teknologi. Penelitian ini bertujuan menganalisis peran transformasi budaya digital dalam meningkatkan kinerja UMKM Generasi X di Kota Makassar. Penelitian menggunakan pendekatan kualitatif dengan desain fenomenologi. Data dikumpulkan melalui wawancara mendalam, observasi, dan dokumentasi terhadap lima pelaku UMKM Generasi X pada sektor kuliner, kerajinan, dan fesyen, kemudian dianalisis menggunakan model interaktif Miles dan Huberman melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa transformasi budaya digital mendorong perubahan pola pikir dan praktik bisnis dari sistem konvensional menuju pemanfaatan media sosial, aplikasi komunikasi, dan platform digital sebagai sarana pemasaran serta interaksi dengan pelanggan. Perubahan tersebut berkontribusi terhadap perluasan jangkauan pasar, peningkatan visibilitas produk, efisiensi operasional, dan potensi peningkatan penjualan. Namun demikian, tingkat keberhasilan transformasi dipengaruhi oleh kemampuan literasi digital, kesiapan beradaptasi, serta konsistensi pelaku usaha dalam memanfaatkan teknologi. Temuan ini menegaskan bahwa transformasi budaya digital merupakan proses adaptasi yang berperan penting dalam meningkatkan kinerja dan daya saing UMKM Generasi X.
Co-Authors Ceskakusumadewi Baharuddin Halida Sasmita Ifah Finatry Latiep Muh. Rizal Halim Panus Panus Setya Ega Susanto Tirta Rahayu Putri L