DIGITAL PROMOTION DAN BRAND AWARENESS PADA BANK MUAMALAT KANTOR CABANG TASIKMALAYA DALAM MENINGKATKAN LOYALITAS NASABAH

Indriyani Fitriasari; Budhi Wahyu  Fitriadi; Ghaling Achmad  Abdul Ghonisyah

Vol. 24 No. 12 (2025): Musytari: Neraca Manajemen, Akuntasi, dan Ekonomi, ISSN 3025-9495

Articles

DIGITAL PROMOTION DAN BRAND AWARENESS PADA BANK MUAMALAT KANTOR CABANG TASIKMALAYA DALAM MENINGKATKAN LOYALITAS NASABAH

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Indriyani Fitriasari,
Budhi Wahyu Fitriadi, SE., MP,
Ghaling Achmad Abdul Ghonisyah, M.M.

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Indriyani Fitriasari
Universitas Perjuangan Tasikmalaya

Published 2025-11-04

Keywords

Digital Promotion, Brand Awareness, Customer Loyalty

How to Cite

DIGITAL PROMOTION DAN BRAND AWARENESS PADA BANK MUAMALAT KANTOR CABANG TASIKMALAYA DALAM MENINGKATKAN LOYALITAS NASABAH. (2025). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 24(12), 221-230. https://cibjournal.com/index.php/musytari/article/view/1083

Abstract

The digital era encourages Bank Muamalat to strengthen technology-based promotion in enhancing Brand Awareness and customer loyalty. This study applied a quantitative associative approach. Data were collected through questionnaires distributed to customers of Bank Muamalat Tasikmalaya Branch and analyzed using multiple linear regression. The findings reveal that Digital Promotion significantly affects customer loyalty. Brand Awareness also has a significant effect on loyalty. Simultaneously, both variables positively and significantly influence customer loyalty. Consistent Digital Promotion and improved Brand Awareness play an essential role in strengthening customer loyalty at Bank Muamalat.

Keywords: Digital Promotion, Brand Awareness, Customer Loyalty

Abstrak

Perkembangan digital mendorong Bank Muamalat untuk meningkatkan promosi berbasis teknologi dalam memperkuat Brand Awareness dan loyalitas nasabah. Penelitian ini menggunakan metode kuantitatif dengan pendekatan asosiatif. Data dikumpulkan melalui kuesioner terhadap nasabah Bank Muamalat Cabang Tasikmalaya, kemudian dianalisis menggunakan regresi linear berganda, Hasil penelitian menunjukkan bahwa Digital Promotion berpengaruh signifikan terhadap loyalitas nasabah. Brand Awareness juga berpengaruh signifikan terhadap loyalitas. Secara simultan, keduanya berpengaruh positif dan signifikan terhadap loyalitas nasabah. Digital Promotion yang konsisten serta peningkatan Brand Awareness berperan penting dalam memperkuat loyalitas nasabah Bank Muamalat.

Kata Kunci: Digital Promotion, Brand Awareness, Loyalitas Nasabah

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