<![CDATA[This research investigates how brand awareness, brand image, and digital marketing contribute to shaping customer loyalty among users of BCA Syariah Bank in the West Jakarta area. Despite being affiliated with one of the largest banking conglomerates in Indonesia, BCA Syariah's customer penetration remains considerably below that of conventional banking counterparts. This study adopts a quantitative approach with a causal research design aimed at identifying directional relationships among the constructs under investigation. The target population encompassed individuals who had utilised BCA Syariah's banking facilities in West Jakarta. Data collection involved a survey instrument administered to 137 participants selected through non-probability sampling. The Partial Least Square (PLS-SEM) method was applied to analyse the structural relationships between variables. The empirical findings confirm that brand awareness exerts a positive and statistically significant influence on customer loyalty. Likewise, brand image demonstrates a positive and significant effect on loyalty outcomes. Furthermore, digital marketing activities are found to positively and significantly enhance customer loyalty. These findings collectively affirm the strategic centrality of brand management and digital engagement in cultivating sustained loyalty within the Islamic banking context.]]>
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