Open AccessMillennial customer response on social-media marketing effort, brand image, and brand awareness of a conventional bank in Indonesia
Author(s) -
Deanda Dewindaru,
Anneke Syukri,
Rahajeng Angelita Maryono,
Ulani Yunus
Publication year - 2022
Publication title -
linguistics and culture review
Language(s) - English
Resource type - Journals
ISSN - 2690-103X
DOI - 10.21744/lingcure.v6ns1.2068
Subject(s) - business , marketing , brand awareness , brand management , brand equity , advertising , social media , brand loyalty , brand image , brand extension , return on marketing investment , loyalty business model , marketing management , political science , service quality , law , service (business)
Due to the fierce competition in banking for raising funds, banks have been obliged to develop marketing strategies to attract new consumers, particularly millennials. The marketing communication strategy that is often applied by banks is the loyalty program that is informed through social media. One of the banks in Indonesia with a loyalty program is the Bank Tabungan Negara (Bank BTN) or State Savings Bank whose a more prominent brand image of credit products than savings. This study investigated the effect of Social-Media Marketing Efforts, Brand Awareness, and Brand Image on Millennial Customer Response. This study employed a qualitative method by distributing questionnaires to 400 respondents. The results revealed that Millennial Customer Response was influenced by Social-Media Marketing Effort, Brand Awareness, and Brand Image. To conclude, Social-Media Marketing Efforts, Brand Image, and Brand Awareness of Conventional Banks in Indonesia affect Millennial Customer Response.