Unraveling the Digital Drivers of Customer Satisfaction: Digital Marketing, E-Channel Experience, and Brand Image at PT Bank Mandiri

Authors

  • Wenti Ayu Sunarjo Faculty Economic and Business, Universitas Pekalongan
  • Gilang Kharisma Putra Faculty Economic and Business, Universitas Selamat Sri
  • Tri Handayani Management Study Program, ITB Adias Pemalang
  • Aria Mulyapradana Office Administration Study Program, Faculty of Creative Design and Business, ITS NU Pekalongan

Abstract

The digital era is driving a shift in consumer behaviour, where customers increasingly demand fast, easy, transparent, and accessible services without having to come to a branch office. The purpose of this study is to analyse the influence of digital marketing, e-channels, and brand image on customer satisfaction at PT. Bank Mandiri Tbk, especially among millennials and Gen Z in Pekalongan City. This study applies a quantitative approach using a survey method as the main data collection technique. The sample consisted of 110 respondents who were customers of PT. Bank Mandiri Tbk, aged 17-35 years, and domiciled in Pekalongan City. The data collection instrument was a questionnaire with a Likert measurement scale. Data analysis was carried out through several stages, including validity testing, reliability testing, and classical assumption testing, as well as simple linear regression and t-tests, all of which were processed using SPSS software. Based on the results of data processing, it was found that the variables of digital marketing, e-channels, and brand image contributed positively and significantly to customer satisfaction.

Keywords: Digital Marketing, E-Channel, Brand Image, Customer Satisfaction

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Published

2025-09-30

Issue

Vol. 39 No. 2 (2025): PENA SEPTEMBER 2025

Section

Article

License

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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