<![CDATA[The transformation of consumer behavior toward digital banking services requires digital banks to focus not only on initial adoption but also on the sustainability of service usage, particularly among Generation Z, who dominate digital service users and actively engage on social media. This study aims to analyze the effect of social media marketing on intention to continue using through the mediating roles of customer satisfaction and brand loyalty in Bank Jago Digital services among Generation Z users. This study adopts a quantitative approach using a survey method by distributing questionnaires to 145 active users of Bank Jago Digital in the Jabodetabek area. Data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach. The results indicate that social media marketing has a positive and significant effect on customer satisfaction and brand loyalty. Furthermore, customer satisfaction and brand loyalty are found to have positive and significant effects on intention to continue using. In addition, social media marketing exerts an indirect effect on intention to continue using through customer satisfaction and brand loyalty. These findings provide important implications for the digital banking industry in optimizing social media marketing strategies to enhance user satisfaction and loyalty. The conclusion of this study provide significant implications for the digital banking industry by highlighting the importance of optimizing social media marketing strategies to strengthen customer satisfaction and brand loyalty, which ultimately drive the intention to continue using digital banking services.]]>
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