PERAN BRAND DAN RELATIONSHIP EQUITY MEMEDIASI SMMA DALAM MEMBANGUN CUSTOMER LOYALTY BLU BCA DIGITAL
Abstract
Penelitian ini bertujuan untuk mengkaji pengaruh Social Media Marketing Activities (SMMA) terhadap brand equity, relationship equity, dan customer loyalty pengguna blu by BCA Digital. Pendekatan yang digunakan adalah kuantitatif dengan metode survei dan purposive sampling pada 248 responden Generasi Z dan milenial di Jawa Tengah dan DIY yang aktif menggunakan aplikasi blu serta pernah berinteraksi dengan konten Instagram resminya. Data dikumpulkan melalui kuesioner daring (Google Form) dan dianalisis menggunakan PLS-SEM dengan SmartPLS. Hasil menunjukkan seluruh dimensi SMMA berpengaruh positif dan signifikan terhadap brand equity dan relationship equity. Keduanya juga berpengaruh positif terhadap customer loyalty, dengan relationship equity sebagai faktor paling dominan. Temuan ini menegaskan pentingnya aktivitas pemasaran media sosial yang interaktif, relevan, dan sesuai preferensi pengguna dalam membangun nilai merek, memperkuat hubungan pelanggan, serta meningkatkan loyalitas pengguna blu by BCA Digital.
References
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Ali, D. S. F., & Rafdinal, W. (2025). Fashioning hyperpersonal relationship in halal fashion brand: halal brand loyalty and social information processing. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-06-2024-0234
Amri, G., & Ariyanti, M. (n.d.). The Effect of Social Media Marketing Activities on Brand Loyalty by Examining the Mediating Roles of Brand Trust and Brand Equity at Bank Syariah Indonesia. http://creativecommons.org/licences/by/4.0/legalcodehttps://jurnal.smartindo.org/index.php/ijemr
APJII. (2025). Survei Penetrasi Internet Dan Perilaku Penggunaan Internet 2025. Https://Survei.Apjii.or.Id/Survei/Group/11.
Awalludin, A., & Heikal, J. (2024). The Influence of Offering Equity, Brand Equity, and Relationship Equity on Customer Satisfaction and Customer Loyalty. International Journal of Management and Business Applied, 3(2), 110–128. https://doi.org/10.54099/ijmba.v3i2.1083
Başal, M., Karali̇nç, T., & Bekun, F. V. (2025). Examining the mediating role of renewable energy awareness on the effect of social media marketing on patients’ evaluation of hospital services. Journal of Economic and Administrative Sciences. https://doi.org/10.1108/JEAS-03-2025-0129
BCA. (2024). Direktur BCA Beri Kiat Sukses Arungi Globalisasi ke Mahasiswa Atma Jaya Yogyakarta. Https://Www.Bca.Co.Id/Id/Tentang-Bca/Media-Riset/Pressroom/Siaran-Pers/2024/09/25/02/54/Direktur-Bca-Beri-Kiat-Sukses-Arungi-Globalisasi-Ke-Mahasiswa-Atma-Jaya-Yogyakarta?Utm_source=chatgpt.Com.
blu. (2024). Yuk Kenalan Sama Akun @serubarengblu: Kanal Media Sosial Khusus untuk Program-Program dan Promo-Promo Seru dari blu. Https://Nlink.at/2GVx.
Chang, W. L., Chan, C. L., & Hsieh, Y. H. (2025). Antecedents of user satisfaction and trust in digital banking: an examination of the ISSM factors. International Journal of Bank Marketing, 43(8), 1756–1778. https://doi.org/10.1108/IJBM-04-2024-0232
Cheng, B., Pyun, D. Y., & Yilmaz, S. (2025). Associations among the Premier League’s social media marketing activities, consumer relationship quality and consumers’ word-of-mouth intention in the Chinese market. International Journal of Sports Marketing and Sponsorship. https://doi.org/10.1108/IJSMS-03-2025-0094
Cheung, C. M. K., Lee, M. K. O., & Rabjohn, N. (2019). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229–247. https://doi.org/10.1108/10662240810883290
Finansial. (2025). Top 10 Bank Digital Terbesar RI: Seabank Kokoh Teratas, Aset Superbank Melonjak . Https://Finansial.Bisnis.Com/Read/20250826/90/1905675/Top-10-Bank-Digital-Terbesar-Ri-Seabank-Kokoh-Teratas-Aset-Superbank-Melonjak#goog_rewarded.
Hair, J. F., Sarstedt, M., Ringle, C. M., Sharma, P. N., & Liengaard, B. D. (2024). Going beyond the untold facts in PLS–SEM and moving forward. European Journal of Marketing, 58(13), 81–106. https://doi.org/10.1108/EJM-08-2023-0645
Kim, A. J., & Ko, E. (2012). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164–171. https://doi.org/10.1080/20932685.2010.10593068
Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2021). Perceived social media marketing activities and consumer-based brand equity : Testing a moderated mediation model. Asia Pacific Journal of Marketing and Logistics, 33(1), 53–72. https://doi.org/10.1108/APJML-07-2019-0453
Kontan. (2021). Blu, bank digital anak usaha BCA bakal diluncurkan pada 2 Juli. Https://Keuangan.Kontan.Co.Id/News/Blu-Bank-Digital-Anak-Usaha-Bca-Bakal-Diluncurkan-Pada-2-Juli.
Kurniawan, Y., Sadjidah, P. D., Riza, F. S., & Sephiana, B. (2025). The influence of using digital banking to impulsive buying behavior (the students’ perspective). Journal of Science and Technology Policy Management. https://doi.org/10.1108/JSTPM-04-2024-0146
Prihandoko, D. (n.d.) (2024). The Influence Of Brand Relationship, Brand Satisfaction, And Perceived Price Towards Brand Loyalty In PT X’S Customers, Indonesia (Vol. 27).
Rahmawati Annisa, Nadia Pramudita, Yohan Wismantoro, & Piji Pakarti. (2024). The Role of Smma in Building Digital Bank Customer Loyalty From the S-O-R Model Perspective. International Journal Of Accounting, Management, And Economics Research, 2(2), 44–62. https://doi.org/10.56696/ijamer.v2i2.134
Ruth Nattassha, dan. (n.d.)(2024). Pengaruh Media Sosial Instagram terhadap Brand Awareness Blu by BCA Digital di Kalangan Mahasiswa Universitas Bunda Mulia The Influence of Instagram Social Media on Blu by BCA Digital Brand Awareness Among Bunda Mulia University Students. Th, 4(1), p-ISSN. https://doi.org/10.30813/digismantech.v4i1.6015.g2955
Shuyi, J., Mamun, A. Al, & Naznen, F. (2024). Social media marketing activities on brand equity and purchase intention among Chinese smartphone consumers during COVID-19. Journal of Science and Technology Policy Management, 15(2), 331–352. https://doi.org/10.1108/JSTPM-02-2022-0038
Sintya Melina, & Elisabeth Natalie Joy Andriani. (2024). Pengaruh Diskon Toko dan Promosi Live Penjualan terhadap Minat Beli di E-Commerce Shopee serta Implikasinya terhadap Pengeluaran Bulanan : Masyarakat Umum Kabupaten Mojokerto. Inisiatif: Jurnal Ekonomi, Akuntansi Dan Manajemen, 4(1), 429–447. https://doi.org/10.30640/inisiatif.v4i1.3602
Situmorang, M., & Muchtar, F. (2021). Pengaruh Social Media Marketing Activities Terhadap Customer Loyalty Melalui Value Equity, Brand Equity, dan Relationship Equity Pada Nasabah Pegadaiab Tabungan Emas. 6(11). https://doi.org/10.36418/Syntax-Literate.v6i11.4561
Trijayati, D., & Heikal, J. (2023). Brand Equity, Offering Equity, and Relationship Equity (BOR) Influence toward Customer Loyalty of Lombok Paradise Pearl Product. International Journal of Social Service and Research, 3(2), 297–314. https://doi.org/10.46799/ijssr.v3i2.252
Wang, C. Y., & Wu, L. W. (2012). Customer loyalty and the role of relationship length. Managing Service Quality, 22(1), 58–74. https://doi.org/10.1108/09604521211198119
Wibowo, N. M., & Hartono, A. (2023). The Effect of Social Media Marketing Activity, Relationship Equity, and Customer Loyalty: Studies on Consumers Using Indonesian Beauty Products, Somethinc. Journal of Economics, Management and Trade, 29(5), 52–64. https://doi.org/10.9734/jemt/2023/v29i51094
Zelia, Z., & Moch Sabur. (2023). Pengaruh Social Media Marketing Activities Terhadap Customer Loyalty. Jurnal Ekonomi Trisakti, 3(2), 3255–3268. https://doi.org/10.25105/jet.v3i2.17928
Zulkarnaen, W., Fitriani, I., & Yuningsih, N. (2020). Pengembangan Supply Chain Management Dalam Pengelolaan Distribusi Logistik Pemilu Yang Lebih Tepat Jenis, Tepat Jumlah Dan Tepat Waktu Berbasis Human Resources Competency Development Di KPU Jawa Barat. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 4(2), 222-243. https://doi.org/10.31955/mea.vol4.iss2.pp222-243.
Published
2026-03-23
How to Cite
Sari, R. S., Pakarti, P., Febriana, E. A., & Putra, F. I. F. S. (2026). PERAN BRAND DAN RELATIONSHIP EQUITY MEMEDIASI SMMA DALAM MEMBANGUN CUSTOMER LOYALTY BLU BCA DIGITAL. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(1), 1979-2005. https://doi.org/10.31955/mea.v10i1.7276
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