Strategies to Enhance BNI Taplus Bisnis Customer Loyalty through Digital Marketing, Brand Awareness, and Service Quality

Reni Oktavia; Andala Rama Putra  Barusman

doi:10.63922/ijevss.v5i03.6278

Reni Oktavia Universitas Bandar Lampung, Indonesia
Andala Rama Putra Barusman Universitas Bandar Lampung, Indonesia

DOI: https://doi.org/10.63922/ijevss.v5i03.6278

Keywords: Digital Marketing, Brand Awareness, Service Quality, Customer Loyalty.

Abstract

This study aims to examine the influence of digital marketing, brand awareness, and service quality on the customer loyalty of BNI Taplus Bisnis at PT Bank Negara Indonesia (Persero) Tbk, Baradatu Sub-Branch Office. The study is motivated by the rapid digital transformation in the banking sector, which requires financial institutions to maintain customer loyalty through effective digital marketing strategies, enhanced brand awareness, and continuous improvement in service quality. This research employed a quantitative approach using an explanatory research design. The study population consisted of 30 BNI Taplus Bisnis customers, all of whom were included as respondents using a saturated sampling (census) technique. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS software. The findings reveal that digital marketing, brand awareness, and service quality each have a positive and significant effect on customer loyalty. Simultaneously, these three independent variables also have a significant influence on customer loyalty, with service quality emerging as the most dominant contributing factor. These results indicate that improving service quality, supported by effective digital marketing strategies and strengthened brand awareness, plays a crucial role in developing and sustaining customer loyalty toward BNI Taplus Bisnis. Therefore, BNI Baradatu Sub-Branch Office is encouraged to continuously innovate its digital marketing initiatives, strengthen its brand image, and enhance service quality in order to establish long-term customer relationships and improve its competitive advantage.

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