The Influence of Digital Promotion, E-Service Quality, and Brand Image on Customer Satisfaction to Build Customer Loyalty in Mobile Banking Transactions: A Case Study of BRImo Users in Jakarta

Adjeng Laksmi Anggraeni; Mohamad Rizan; Setyo Ferry Wibowo

doi:10.59890/ijfbm.v3i6.137

Authors

Adjeng Laksmi Anggraeni Universitas Negeri Jakarta
Mohamad Rizan Universitas Negeri Jakarta
Setyo Ferry Wibowo Universitas Negeri Jakarta

DOI:

https://doi.org/10.59890/ijfbm.v3i6.137

Keywords:

Digital Promotion, E-Service Quality, Customer Satisfaction, Customer Loyalty, BRImo Mobile Banking

Abstract

This study aims to examine the influence of digital promotion, e-service quality, and brand image on customer satisfaction and customer loyalty among BRImo mobile banking users in Jakarta. Using a quantitative approach with Structural Equation Modeling (SEM), AMOS 26 was applied for data analysis. Data were collected from 350 respondents who actively used BRImo between June and October 2025. The results reveal that digital promotion, e-service quality, and brand image have a positive and significant effect on customer satisfaction, which in turn positively influences customer loyalty. These findings imply that enhancing digital marketing strategies, service quality, and brand perception can effectively increase customer satisfaction and foster long-term loyalty in digital banking services.

References

Aditi, B., Hafizah, H., & Hermansyur, H. (2021). The role of e-services, quality system and perceived value on customer satisfaction: an empirical study on Indonesian SMEs. Journal of Industrial Engineering & Management Research, 2(3), 193–205.

Agung, A., Putra, B., & Wardana, M. (2022). The Role of Brand Image and Customer Commitment in Mediating Service Quality Towards Customer Loyalty. 9(1), 79–89.

Ahmad, W., & Zhang, Q. (2020). Green purchase intention: Effects of electronic service quality and customer green psychology. Journal of Cleaner Production, 267, 122053. https://doi.org/10.1016/j.jclepro.2020.122053

Anita, T. L., Simanihuruk, M., Kusumawardhani, Y., & Wijaya, L. (2025). Digital Marketing Strategies and Their Impact on Customer Satisfaction and Brand Loyalty. Jurnal Ilmiah Manajemen Kesatuan, 13(4), 2617–2630. https://doi.org/10.37641/jimkes.v13i4.3451

Awlia, M. R., & Firmansyah, F. (2024). The Intervening Role Of E-Customer Satisfaction : E-Service Quality And E-Trust Features Towards E-Customer Loyalty ( Study of Mobile Banking Users in Jakarta ). Jurnal Ekonomi, Bisnis & Entrepreneurship, 18(October), 489–507.

Berliana, M., & Zulestiana, D. A. (2020). Pengaruh E-Service Quality terhadap Customer Satisfaction dan Loyalty pada Pengguna Gopay di Indonesia. REMIK (Riset Dan E-Jurnal Manajemen Informatika Komputer), 4(2), 11. https://doi.org/10.33395/remik.v4i2.10532

Delvita, D. (2024). Pengaruh E-Service Quality, Trust, Complaint Handling terhadap Customer Satisfaction yang berdampak pada Customer Loyalty (Studi Kasus Pada Pengguna Dompet Digital DANA). FEB UIN JAKARTA.

Dewi, N. P. K., & Ramli, A. H. (2023). E-Service Quality, E-Trust dan E-Customer Satisfaction Pada E-Customer Loyalty Dari Penggunaan E-Wallet OVO. JIMKES : Jurnal Ilmiah Manajemen Kesatuan, 11(2), 321–338. https://doi.org/10.37641/jimkes.v11i2.2000

Dhingra, S., & Gupta, S. (2020). A Study of Relationship Among Service Quality of E-Commerce Websites , Customer Satisfaction , and Purchase Intention. International Journal of E-Business Research, 16(3). https://doi.org/10.4018/IJEBR.2020070103

Diputra, I. G. A. W., & Yasa, N. N. (2021). the Influence of Product Quality, Brand Image, Brand Trust on Customer Satisfaction and Loyalty. American International Journal of Business Management (AIJBM), 4(01), 25–34.

Elysa, N. S., Arini, L., Murad, D. F., & Leandros, R. (2023). User Experience Satisfaction Analysis of Customers on the BRI Mobile Application (BRImo). Procedia Computer Science, 227, 680–689.

Erikyanri Maulana. (2023). Kota Jakarta Miliki Keunggulan Jadi Kota Global. Berita Jakarta (Website Berita Resmi Pemerintah Provinsi Daerah Khusus )Jakarta).

Fani, F. Y., & Lestari, U. D. (2024). Pengaruh Brand Image, Service Quality dan Price terhadap Customer Satifaction dan Customer Loyalty Kopi Janji Jiwa. Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis, 2(3), 263–279.

Fiona, D. R., & Hidayat, W. (2020). Pengaruh Promosi penjualan dan E-Service Quality terhadap Minat Beli Ulang Melalui Kepuasan Pelanggan (Studi pada pelanggan Gopay di Jabodetabek). Jurnal Ilmu Administrasi Bisnis, 9(1), 333–341. https://doi.org/10.14710/jiab.2020.26434

Floričić, T., Šker, I., & Benassi, H. M. (2023). Enhancing Digital Promotion of Cultural Attractions: Assessing Websites, Online Marketing Tools and Smart Technologies. Business Systems Research, 14(1), 72–92. https://doi.org/10.2478/bsrj-2023-0004

Garcia, J. M., Freire, O. B. D. L., Santos, E. B. A., & Andrade, J. (2020). Factors affecting satisfaction and loyalty to online group buying. Revista de Gestão, 27(3), 211–228.

Ginting, Y. M., Chandra, T., Miran, I., & Yusriadi, Y. (2023). Repurchase intention of e-commerce customers in Indonesia: An overview of the effect of e-service quality, e-word of mouth, customer trust, and customer satisfaction mediation. International Journal of Data and Network Science, 7(1), 329–340. https://doi.org/10.5267/j.ijdns.2022.10.001

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis. In Multivariate Data Analysis, Multivariate Data Analysis B2 - Multivariate Data Analysis, Multivariate Data Analysis (Eighth, Vol. 87, Issue 4).

Hana, K. F., & Miranti, A. R. (2021). The Impact of Online Consumer Reviews, E-Service Quality, and Content Marketing on Purchasing Decisions on the Shopee Seller Marketplace, with Islamic Business Ethics as a Moderation Variable. BISNIS: Jurnal Bisnis Dan Manajemen Islam, 9(2), 345–356.

Hanum, L. N. (2024). Pengaruh Brand Image Dan Brand Trust Terhadap Customer Loyalty Dengan Customer Satisfaction Sebagai Variabel Mediasi Pada Kosmetik Merek Wardah Di Kota Padang. Jurnal Pendidikan Tambusai, 8(1), 28889–28900.

Harahap, D. A., Ahmad, R. H., & Amanah, D. (2020). A Conceptual Model of E-Service Quality at Branchless Banking in Indonesia Create to Student Experience Value View project. Article in Journal of Internet Banking and Commerce, May.

Imaduddin, I., Hakim, M., Mannipi, W. A., Husain, F., Sulfianti, A., & Amirullah, A. (2023). Pengaruh Digital Marketing, Kualitas Layanan Grab Food Terhadap Keputusan Pembelian Makanan Di Kota Makassar. SEIKO: Journal of Management & Business, 6(1), 246–257.

Irma, A., & Putri, C. M. (2024). Pengaruh Digital Marketing dan Customer Relationship Marketing terhadap Kepuasan Konsumen pada Moment Coffee & Eatery Meulaboh Aceh Barat. Ekodestinasi, 2(1), 76–84. https://doi.org/10.59996/ekodestinasi.v2i1.564

Karundeng, D. R., Suyanto, M. A., & Yakup. (2025). Enhancing Sales and Customer Loyalty through Marketing Innovation and Digital Communication. 13(4), 2497–2510. https://doi.org/10.37641/jimkes.v13i4.3299

Kennis, V., & Octavia, A. (2024). Pengaruh Digital Marketing Terhadap Kepuasan Nasabah Dengan Citra Perusahaan Sebagai Variabel Mediasi Pada Pt Bank Pembangunan Daerah Jambi Kcp Pemayung. Jurnal Manajemen Terapan Dan Keuangan, 13(01), 137–151.

Kristioni, R., Baistama, R. P., & Widjaja, I. (2025). The Influence of E-Service Quality on Customer Satisfaction and Loyalty in Online Transportation Applications. Jurnal Ekonomi, 30(1), 71–87.

Lucky, O. S., Siti Aisjah, & Ningrum, A. P. (2023). The impacts of store price image and brand image on repurchase intention with customer satisfaction as mediation. International Journal of Research in Business and Social Science (2147- 4478), 12(1), 22–30. https://doi.org/10.20525/ijrbs.v12i1.2269

Luo, N., Wang, Y., Zhang, M., Niu, T., & Tu, J. (2020). Integrating community and e-commerce to build a trusted online second-hand platform: Based on the perspective of social capital. Technological Forecasting and Social Change, 153, 119913.

Nasution, S. P., & Adiwijaya, K. (2024). The Influence of User Experience and E-Service Quality on Customer Loyalty Through Customer Satisfaction Mediation (Study on Mobile Coffee Shop Applications in Indonesia). EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 12(3), 3243–3258.

Nguyen, D. T., Pham, V. T., Tran, D. M., & Pham, D. B. T. (2020). Impact of service quality, customer satisfaction and switching costs on customer loyalty. Journal of Asian Finance, Economics and Business, 7(8), 395–405. https://doi.org/10.13106/JAFEB.2020.VOL7.NO8.395

Nguyen, G.-D., & Dao, T.-H. T. (2024). Factors influencing continuance intention to use mobile banking: an extended expectation-confirmation model with moderating role of trust. Humanities and Social Sciences Communications, 11(1), 1–14.

Nielsen, A., & Fleischmann, C. (2000). An Analysis of Pre-Flashover Fire Experiments with Field Modelling Comparisons. March.

Octaviani, O. C., & Rizan, M. (2021). The effect of e-service quality and perceived price fairness on customer loyalty which customer satisfaction as intervening study on online shopping site in indonesia. Jurnal Dinamika Manajemen Dan Bisnis, 4(1), 143–171.

Ratu Edo, J. J., & Hendayani, R. (2023). Influence of E-Service Quality on Continuance Intention with Customer Satisfaction as an Intervening Variable on LinkAja Application Users in Bandung City. International Journal of Business, Management and Economics, 4(2), 114–131. https://doi.org/10.47747/ijbme.v4i2.1090

Roy, A. S., Bose, D., & Bera, U. K. (2020). Assessment of residential institute foodservice using Kano categorization and importance–performance analysis. The TQM Journal, 32(3), 401–428.

Rusmahafi, F. A., & Wulandari, R. (2020). The Effect of Brand Image , Service Quality , and Customer Value on Customer Satisfaction. International Review of Management and Marketing ISSN:, 10(4), 68–77.

Sabira, N. N., & Sharif, O. O. (2023). The Effect Of E-Service Quality On Customer Satisfaction And Customer Loyalty In Halodoc Application. E-Proceeding of Management, 10(2), 833–839.

Song, H. J., Wang, J. H., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79(June 2018), 50–59. https://doi.org/10.1016/j.ijhm.2018.12.011

Tan, C. L., & Yeo, S. F. (2020). Tourist experience on traditional pastries in UNESCO heritage city. British Food Journal, 122(12), 3885–3897.

Tiko, A., & Winston. (2021). THE INFLUENCE OF E-SERVICE QUALITY TOWARDS CUSTOMER SATISFACTION AND CUSTOMER LOYALTY ON GOPAY ELECTRONIC WALLET USERS. Jurnal Inovasi Penelitian, 2(6), 52–61.

Trisyananda, S., & Irmawati. (2023). Pengaruh Digital Marketing dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan yang di Mediasi oleh Kepuasan Pelanggan. Jurnal Ekonomi, Manajemen, Akuntansi, Bisnis Digital, Ekonomi Kreatif, Entrepreneur (JEBDEKER), 3(2), 216–230.

Uddin, M. B. (2019). Customer loyalty in the fast food restaurants of Bangladesh. British Food Journal, 121(11), 2791–2808.

Verawati, D. M. (2019). Riset Ekonomi Manajemen. Jurnal Untidar. Riset Ekonomi Manajemen, 2(2), 93–101.