Authors : Asih Endah Subandiyah; Benediktus Juliyan Jaka Pratama; Deni Miftarani

Volume/Issue : Volume 10 - 2025, Issue 6 - June

Google Scholar : https://tinyurl.com/3j2wz4n3

DOI : https://doi.org/10.38124/ijisrt/25jun1615

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Abstract : Digitalization in the banking industry has significantly transformed marketing strategies, particularly for regional banks such as BPD DIY. This study aims to evaluate the effectiveness of BPD DIY's Rogers' Diffusion digital marketing approach using Innovation Theory, focusing on five key dimensions: Relative Advantage, Compatibility, Complexity, Trialability, and Observability. The analysis is based on secondary data, including financial reports, digital transaction trends, and customer satisfaction surveys. Findings indicate a significant increase in digital investment (from IDR 812.5 billion in 2022 to IDR 1.257 trillion in 2024), customer retention growth (from 68.7% to 79.2%), and an improvement in customer satisfaction index (from 78.9% to 87.5%). This study concludes that digital marketing plays a crucial role in enhancing customer engagement and financial stability for regional banks. Consequently, recommendations emphasize social media optimization, mobile banking feature enhancement, digital payment diversification, and customer education regarding digital banking literacy.

Keywords : Digital Marketing, Diffusion of Innovation, BPD DIY, Digital Banking, Customer Loyalty.

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