The Influence of Social Media Engagement, Customer Experience, and Brand Reputation on Digital Brand Trust of Mobile Banking Users

Sri Purwati; Sukma Irdiana; Ade Suhara; Iwan Henri Kusnadi; Rahmat Irawan; Nur Aisyah Qadri Saiful

doi:10.69693/ijim.v4i2.1050

Authors

Sri Purwati Sekolah Tinggi Ilmu Ekonomi Bisnis Indonesia
Sukma Irdiana Institut Teknologi dan Bisnis Widya Gama Lumajang
Ade Suhara Universitas Buana Perjuangan Karawang
Iwan Henri Kusnadi STISIP Bina Putera Banjar
Rahmat Irawan Universitas Nusa Bangsa
Nur Aisyah Qadri Saiful Institut Turatea Indonesia

DOI:

https://doi.org/10.69693/ijim.v4i2.1050

Keywords:

Social Media Engagement, Customer Experience, Brand Reputation, Digital Brand Trust

Abstract

The purpose of this research is to examine Effect of Social Media Engagement, Customer Experience and Brand Reputation on Digital Brand Trust of mobile banking customers. The research was conducted quantitatively utilizing a survey method on mobile banking customers by employing purposive sampling methodology. Data collection was done by means of online surveys and data analysis was done using multiple linear regression. Before assessing the hypothesis, validity, reliability and classical assumption tests such as normality, heteroscedasticity and multicollinearity were undertaken. The findings indicated that Social Media Engagement, Customer Experience and Brand Reputation had a favorable and substantial effect on Digital Brand Trust partly and concurrently. The study results show that enhancing customer involvement via social media, great customer experience and strong brand reputation may boost consumer confidence in mobile banking services. The research contributes to the growth of digital marketing and consumer behavior literature theoretically, and the practical implications for the banking sector to increase customer confidence in digital services.

Downloads

Download data is not yet available.

References

Suhara, A., Supriandi, S., & Priyana, Y. (2026). SWOT Analysis of Artificial Intelligence Implementation in Digital Business Models in Indonesia. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(4), 313-319.

Endrawati, T., Bangkara, B. A., Irdiana, S., Antoni, A., & Siregar, A. P. (2022). Challenge and opportunity of marketing digital-based for business owners during pandemic in Indonesia. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 5(2), 653-671.

Siahaan, F. S., Nawangwulan, I. M., Putra, H. S., Anantadjaya, S. P., & Irdiana, S. (2023). Analysis of the influence of brand image, digital marketing and product knowledge on customers purchase intention of banking products. MALCOM: Indonesian Journal of Machine Learning and Computer Science, 3(2), 199-204.

Ariyono, K. Y., Irdiana, S., & Darmawan, K. (2022). Effect of online buying experience on customer loyalty. International Journal of Social Science, 1(5), 549-552.

Iristian, J., & Irdiana, S. (2019). Buying Experience: The Impact Of Trust And Satisfaction Of Grab Food Customers In Surabaya. Ekspektra: Jurnal Bisnis dan Manajemen, 3(2), 157-164.

Robustin, T. P., & Irdiana, S. (2025, September). Building Tourist Loyalty Through Destination Image and Tourism Product Excellence: A Case Study of Rembangan Jember Tourism. In Proceeding International Conference on Economics, Business and Information Technology (Vol. 6, No. 1, pp. 81-91).

Najoan, H. K., & Liow, F. E. R. (2023). It Value Analysis: The Case Study Of PT. Bank Tabungan Negara, TBk. International Journal Of Economic Literature, 1(2), 208-217.

Najoan, H. K., & Mawuntu, D. J. (2023). Establish and Implement PAM and PRM ISO 20000-1: 2011. Brilliance: Research of Artificial Intelligence, 3(2), 359-368.

Pramudito, D. K., Tubagus, M., Ismail, A., Anggraini, F. D., & Paramita, C. C. P. (2023). Application of Support Vector Machine and Naive Bayes method to analyze mobile banking user behavior through social media Twitter. Jurnal Informasi Dan Teknologi, 32.

Judijanto, L., Anggraini, F. D., Supartha, I. K. D. G., Irmadiani, N. D., Mudjiyanti, R., & Putri, A. (2024). Bisnis Digital: Tren dan Perkembangannya Saat Ini. PT. Green Pustaka Indonesia.

Anggraini, F. D., & Khairunnisa, K. (2025). Transformasi Ekonomi Digital dan Kinerja UMKM: Analisis Pengaruh Digitalisasi Akuntansi Terpadu: Digital Economic Transformation and MSME Performance: An Analysis of the Impact of Integrated Accounting Digitalization. Al Dzahab, 6(2), 95-110.

Rifai, A. I., Rafianda, D. F., Isradi, M., & Mufhidin, A. (2021). Analysis Of Customer Satisfaction On The Application Of The Covid-19 Protocol At The Inter-City Bus Terminal. Journal of Engineering, Science and Information Technology, 1(1), 75-81.

Kartika, H., Kholil, M., & Bakti, C. S. (2020). Service quality and customer satisfaction in furniture sector. Journal of Industrial Engineering & Management Research, 1(2), 103–111.

Pratiwi, A. (2022). Pengaruh Keintiman Pelanggan (Customer Intimacy) Terhadap Loyalitas Pelanggan Produk Kosmetik Wardah Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Hasanuddin (Doctoral dissertation, Universitas Hasanuddin).

Sudirjo, F., Mustafa, F., Osman, I., & Kusnadi, I. H. (2024). Analysis of The Effectiveness of Integrated Customer Relationship Management Strategy Implementation on Loyalty of National Logistics Company Customers. Jurnal Informasi dan Teknologi, 223-228.

Sriyanti, A. H. D., Payangan, O. R., & Mustafa, F. (2023). The Influence of Store Atmosphere, Service Quality, and Product Variance on Customer Loyalty Through Customer Satisfaction at Marinor Cafe in Makassar City. Economics and Business Journal (ECBIS), 1(5), 763-772.

Parawansa, D., & Mustafa, F. (2023). The Effect of Service Quality on Customer Satisfaction of Pension Saving Bank National (BTPN) Branch Sungguminasa. Scientium Management Review, 2(2), 585-602.

Suradi, A., Purwati, S., Zakaria, M., Nurbakti, R., & Mustafa, F. (2024). Analysis of Determinant Factors Customer Loyalty Towards Brand in The Telecommunication Industry With The Digitalization Paradigm. Jurnal Sistim Informasi dan Teknologi, 36-41.