<![CDATA[This study discusses Digital Branding of Digital Banking products from Bank Mandiri. Mandiri Digital Banking products consist of Livin By Mandiri (individual) and Kopra by Mandiri (Company), where even though Bank Mandiri Digital Banking was only introduced after the Covid 19 pandemic, the number of transactions is relatively large (especially Livin by Mandiri) during 2024 ranked second after BCA which is indeed the leader in Digital transactions in Indonesia. The research method used is qualitative, using the Social Exchange Theory from John Thibaut and Harold Kelley with the substance of how people evaluate and maintain social relationships by comparing costs and benefits in establishing relationships. Customer Loyalty is the main thing, where in this study it can be seen that Bank Mandiri has programs including: Perceived Ease of Use, Perceived Usefulness, All-In-One Ecosystem, Building Connection That Mandiri Elevate my Living Norm We are beyond banking and Always Here For You! We grow together with our customers. The strategy in question is applied in Bank Mandiri's social media, for example in the FOMO IMLEK promo. The impact of this research is a personal and individual approach to management or customers, must utilize Bank Mandiri as Corporate Banking with an ecosystem approach to the company where the individual works, meaning that the priority marketing target is employees of the corporation in question.]]>
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