Analysis of the Influence of Digital Marketing Strategy on Customer Satisfaction at BRI PALOPO Branch

Abstract

The aim of this research is to examine the influence of digital marketing strategy on customer satisfaction. This study employs a quantitative approach, utilizing primary data sourced from direct distribution of Likert-scale questionnaires to respondents, including both customers and non-customers of BRI PALOPO Branch. The population consists of BRI customers and non-customers. Purposive sampling technique was employed to select 129 samples. Data analysis in this research was conducted using IBM SPSS 25 software, employing various testing methods. The findings indicate that the influence of strategy does not significantly affect customer satisfaction, whereas digital marketing significantly impacts customer satisfaction.