Pengaruh Kualitas Layanan Omnichannel, Social Media Marketing Activities, Brand Engagement Dan Brand Trust Terhadap Brand Loyalty

The development of digital technology has encouraged the banking industry to adopt omnichannel services to meet the increasingly dynamic needs of customers. However, increased use of digital services is not always accompanied by increased customer loyalty. This study aims to analyze the effect of omnichannel service quality, which consists of perceived ease of use, integration quality, and assurance quality, as well as social media marketing activities on brand loyalty with the mediation of brand engagement and brand trust among Bank Central Asia (BCA) customers. This study uses a quantitative approach with a causal research design. Data were collected through an online questionnaire distributed to BCA customers who use more than one banking service channel using purposive sampling. Data analysis was performed using Structural Equation Modeling (SEM). The results show that perceived ease of use and integration quality have a positive and significant effect on brand engagement and brand trust. Conversely, assurance quality and social media marketing activities did not have a significant effect on brand engagement or brand trust. In addition, brand engagement and brand trust were found to have a positive and significant effect on brand loyalty. This study proves that customer loyalty to BCA's omnichannel services is more influenced by a smooth and integrated service experience than by social media marketing activities.