The Role of Customer Satisfaction in Mediating the Effect of Digital Marketing on Customer Loyalty at the Bank North Sumatra Medan Coordinator Branch
Keywords:
Digital Marketing, Customer Satisfaction, Customer LoyaltyAbstract
This study aims to analyze the role of customer satisfaction as a mediating variable in the effect of digital marketing on customer loyalty at Bank Sumut’s Medan Coordinating Branch. This study employs a quantitative approach with an associative research design. The sample consisted of 160 active customers who use digital services, selected using the rule of thumb method. Data were collected through a questionnaire measuring customers’ perceptions of digital marketing, satisfaction, and loyalty, and were then analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that digital marketing has a positive and significant effect on customer satisfaction and customer loyalty. Customer satisfaction also has a positive and significant effect on customer loyalty. Mediation analysis indicates that customer satisfaction significantly mediates the effect of digital marketing on customer loyalty. The coefficient of determination shows that digital marketing explains 16.9% of the variation in customer satisfaction and 46.6% of the variation in customer loyalty, while the remainder is influenced by other factors outside the research model. These findings underscore the importance of targeted digital marketing strategies and enhancing customer satisfaction to build long-term loyalty. This study provides theoretical contributions to the development of digital banking strategies and practical recommendations for Bank Sumut to improve customer satisfaction and loyalty through more effective digital services.
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