PENGARUH DIGITAL MARKETING, EMOTIONAL MARKETING DAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY (STUDI PADA APLIKASI LIVIN BY BANK MANDIRI CABANG KOTA TOMOHON)
Published 2026-01-18
Keywords
- Digital Marketing, Emotional Marketing, Brand Image, Customer Loyalty, Mobile Banking
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Digital Marketing, Emotional Marketing, dan Brand Image terhadap Customer Loyalty pada pengguna aplikasi Livin' by Bank Mandiri Cabang Kota Tomohon. Menggunakan metode kuantitatif asosiatif dengan purposive sampling, diperoleh 125 responden yang merupakan pengguna aktif aplikasi Livin' by Bank Mandiri. Hasil analisis regresi berganda menunjukkan secara simultan ketiga variabel berpengaruh signifikan dengan koefisien determinasi 74,6%. Secara parsial, Digital Marketing berpengaruh positif dan signifikan (β = 0,300; p = 0,002), Emotional Marketing berpengaruh positif dan signifikan (β = 0,240; p = 0,016), dan Brand Image berpengaruh positif dan signifikan (β = 0,341; p = 0,005). Digital Marketing merupakan variabel yang paling dominan mempengaruhi Customer Loyalty. Temuan ini mengindikasikan bahwa dalam era digital banking, integrasi strategi pemasaran digital, pendekatan emosional, dan penguatan citra merek menjadi faktor kunci dalam membangun loyalitas nasabah jangka panjang.
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References
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