The Influence of Brand Awareness, Brand Image, and Digital Marketing on Customer Loyalty of BCA Syariah Bank: A Study of Banking Service Users in West Jakarta

Muhammad Azhar Nugraha; Cut Edwina Safia Oebit

Authors

Muhammad Azhar Nugraha Faculty of Economic and Business, Mercu Buana University, Indonesia
Cut Edwina Safia Oebit Faculty of Economic and Business, Mercu Buana University, Indonesia

Keywords:

Brand Awareness, Brand image, Digital Marketing, Customer Loyalty

Abstract

This research investigates how brand awareness, brand image, and digital marketing contribute to shaping customer loyalty among users of BCA Syariah Bank in the West Jakarta area. Despite being affiliated with one of the largest banking conglomerates in Indonesia, BCA Syariah's customer penetration remains considerably below that of conventional banking counterparts. This study adopts a quantitative approach with a causal research design aimed at identifying directional relationships among the constructs under investigation. The target population encompassed individuals who had utilised BCA Syariah's banking facilities in West Jakarta. Data collection involved a survey instrument administered to 137 participants selected through non-probability sampling. The Partial Least Square (PLS-SEM) method was applied to analyse the structural relationships between variables. The empirical findings confirm that brand awareness exerts a positive and statistically significant influence on customer loyalty. Likewise, brand image demonstrates a positive and significant effect on loyalty outcomes. Furthermore, digital marketing activities are found to positively and significantly enhance customer loyalty. These findings collectively affirm the strategic centrality of brand management and digital engagement in cultivating sustained loyalty within the Islamic banking context.

References

Adityawan Fajar Firmanda, F. L. (2021). ANALISISI PERAN MEDIASI KEPUASAN NASABAH PADA HUBUNGAN DIGITAL MARKETING DAN BRAND LOYALTY PADA BANK JATENG CABANG WONOSOBO Adityawan Fajar Firmanda 1 , Fitri Lukiastuti 2. 14(2), 29–49. https://jurnal.stieama.ac.id/index.php/ama/article/view/212

Arnoldus, Joshua, Altje L. Tumbel, C. N. R. (2025). Pengaruh Brand Image Dan Brand Awareness Terhadap Loyalitas Pelanggan Pada Nasabah Bank Sulut Go. 24(10). https://doi.org/DOI : 10.8734/mnmae.v1i2.35

BCA. (n.d.). 20250306-BCA-AR-2024-ID.

BPS. (2024). Badan Pusat Statistik Provinsi DKI Jakarta. (2024). https://www.bps.go.id

BSI. (n.d.). Laporan Tahunan 2024. https://ir.bankbsi.co.id/misc/AR/AR2024-ID/10/index.html

Kotler, P., Kelller, L. K., & Chernev, A. (2022). Marketing Management. In Pearson.

OJK. (2025). Otoritas Jasa Keuangan. https://www.ojk.go.id

Permatasari, S. M., Fadhil, M., Hamid, H., & Mulang, H. (2025). Model Keputusan Pembelian Melalui Kualitas Layanan , Harga , dan Kualitas Produk Pada Online Tiktok Shop. Center of Economic Student Journal, 8(2), 708–720.

Ricadonna, N. A., Saifullah, M., & Prasetyoningrum, A. K. (2021). The Effect of Trust and Brand Image on Customer Retention with Customer Loyalty as Intervening Variables to Customers of Sharia Commercial Banks. Jurnal Keuangan Dan Perbankan, 25(2), 311–323. https://doi.org/10.26905/jkdp.v25i2.5145

Tarigan, P. S., Wahyono, D., Kusumawardhani, T., Sairdama, S. S., & Nugraha, A. R. (2023). Pengaruh Digital Marketing dan Brand Image Terhadap Minat Beli Produk Kosmetik Make Over. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(4), 1431–1439. https://doi.org/10.35870/jemsi.v9i4.1352

Yusuf, M., Safi’i, M. A., & Tamamudin. (2023). Pengaruh Citra Merek, Kualitas Layanan, dan Digital Banking Terhadap Loyalitas Nasabah Melalui Kepuasan Nasabah Sebagai Variabel Intervening Pada PT Bank Syariah Indonesia Cabang Pekalongan Pemuda. ISLAMIC BUSINESS and FINANCE, 4(1), 68–91. https://doi.org/10.24014/ibf.v4i1.22073