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Optimizing Distribution Channels: How Digital Marketing Communication Enhances Trust and Loyalty in Indonesian Banking

MANI La|RAHYADI Irmawan|REYHANRAFIF Muhammad Diast|NITULAR Astika Prima|CRISWANTO Hendra
한국유통과학회 (Korea Distribution Science Association)|2024.08|유통과학연구 (Journal of Distribution Science)|제22권 제8호|pp. 1-15|DOI 10.15722/jds.22.08.202408.1

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키워드

Brand LoyaltyCustomer TrustInstitutionSponsorshipDistribution ChannelsDigital Marketing CommunicationSocial Media OfficialMobile Banking Application Feature

초록

Purpose: This study explored how Indonesian banks utilize digital marketing communication strategies to optimize their distribution channels, leading to enhanced customer trust and brand loyalty. It examined specific methods such as sponsorships, social media, institutional partnerships, and mobile banking application features as key components of this digital distribution strategy. Research Design, Data, and Methodology: This study employed mixed methods design to assess digital distribution impacts. It involved 385 Jakarta bank customers. The sample size was determined using the Lemeshow formula. Results: The findings indicate that effective digital distribution strategies, including sponsorships, social media engagement, and user-friendly mobile banking applications, significantly enhance customer trust and loyalty. However, overly complex features may negatively impact loyalty. Conclusion: This study demonstrates a clear connection between the strategic use of digital marketing channels, such as sponsorships, social media, institutional partnerships, and mobile banking features, and the development of customer trust and loyalty. The results provide valuable insights to Indonesian banks in designing digital distribution strategies that prioritize building trust and fostering integrated customer interactions. Tailored digital marketing approaches that optimize distribution can significantly enhance both trust and loyalty among Indonesian bank customers.

Abstract

Purpose: This study explored how Indonesian banks utilize digital marketing communication strategies to optimize their distribution channels, leading to enhanced customer trust and brand loyalty. It examined specific methods such as sponsorships, social media, institutional partnerships, and mobile banking application features as key components of this digital distribution strategy. Research Design, Data, and Methodology: This study employed mixed methods design to assess digital distribution impacts. It involved 385 Jakarta bank customers. The sample size was determined using the Lemeshow formula. Results: The findings indicate that effective digital distribution strategies, including sponsorships, social media engagement, and user-friendly mobile banking applications, significantly enhance customer trust and loyalty. However, overly complex features may negatively impact loyalty. Conclusion: This study demonstrates a clear connection between the strategic use of digital marketing channels, such as sponsorships, social media, institutional partnerships, and mobile banking features, and the development of customer trust and loyalty. The results provide valuable insights to Indonesian banks in designing digital distribution strategies that prioritize building trust and fostering integrated customer interactions. Tailored digital marketing approaches that optimize distribution can significantly enhance both trust and loyalty among Indonesian bank customers.

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