Analysis of Digital Marketing and Digital Service Quality on Customer Loyalty with Customer Satisfaction as an Intervening Variable A Study at Bank Sumut’s Medan Coordinating Branch

This study aims to analyze the influence of digital marketing and digital service quality on customer loyalty at Bank Sumut’s Medan Coordinating Branch, with customer satisfaction serving as the mediating variable. A quantitative approach was used with an associative research design. A sample of 160 customers was selected based on research criteria. Data were collected through a questionnaire measuring digital marketing, digital service quality, customer satisfaction, and customer loyalty. Data analysis was conducted 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 loyalty. Digital service quality also has a positive and significant effect on customer satisfaction and loyalty. Customer satisfaction was found to mediate the effects of digital marketing and digital service quality on customer loyalty. The coefficient of determination indicates that digital marketing and digital service quality explain 45.8% of the variation in customer satisfaction and 53.6% of the variation in customer loyalty. These findings underscore the importance of targeted digital marketing strategies and improvements in digital service quality for building customer satisfaction and loyalty. This study provides a theoretical contribution to the development of research on the digital experience of banking customers as well as practical recommendations for Bank Sumut in designing more effective digital strategies.