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논문 기본 정보

자료유형
학술저널
저자정보
REYHANRAFIF Muhammad Diast (Bina Nusantara University) MANI La (Bina Nusantara University) NITULAR Astika Prima (Bina Nusantara University) CRISWANTO Hendra (Bina Nusantara University) RAHYADI Irmawan (Bina Nusantara University)
저널정보
한국유통과학회 유통과학연구 Journal of Distribution Science Vol.22 No.8
발행연도
2024.8
수록면
1 - 15 (15page)
DOI
10.15722/jds.22.08.202408.1

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초록· 키워드

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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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