FEB UMIFEB UMI

Paradoks : Jurnal Ilmu EkonomiParadoks : Jurnal Ilmu Ekonomi

In contemporary digital markets, cultivating sustained customer loyalty and shaping purchasing decisions present significant strategic challenges for companies. This study investigates the impact of digital marketing on consumer decisions and loyalty in the financing industry in Indonesia, comparing the mediating mechanisms of brand engagement (affective pathway) and consumer trust (cognitive path). Using an explanatory quantitative approach on 265 respondents selected through purposive sampling, the data were analyzed with Structural Equation Modeling (SEM). The findings reveal that digital marketing significantly influences consumer decisions and loyalty, with brand engagement acting as a partial mediator, while consumer trust does not mediate significantly, uncovering a trust paradox in the context of the financing industry. This study makes an original contribution by introducing a dual-pathway model that distinguishes between affective and cognitive mediation mechanisms, and by highlighting the practical implication that relational strategies grounded in emotional attachment are more effective than transactional trust-based approaches in fostering sustainable loyalty.

This study concludes that digital marketing significantly drives consumer decision-making and loyalty within the Indonesian financing industry.However, the key finding lies in the identification of affective pathways as more dominant than cognitive ones, with brand attachment serving as a substantial mediator, while consumer trust does not.This suggests that in a competitive financial services landscape, emotional connections and psychological bonds of brand attachment are crucial for translating marketing efforts into sustained loyalty and repeat decisions.Therefore, focusing on building deep emotional brand relationships, rather than solely establishing trust, is more effective.

Future research should explore the dual-pathway model across diverse industries, such as fintech, banking, and e-commerce, to validate the prominence of brand attachment over consumer trust. Longitudinal studies are needed to track the evolution of these relationships over time, providing a more nuanced understanding of how digital marketing impacts consumer behavior. Expanding the sampling framework to include a more diverse population, both nationally and internationally, would enhance the generalizability of the findings. Furthermore, integrating objective behavioral data, such as repeat purchase rates and customer lifetime value, alongside survey responses would strengthen the robustness of the results. Finally, investigating the influence of specific digital marketing strategies—like personalized content or interactive experiences—on brand attachment could offer actionable insights for practitioners seeking to optimize their marketing efforts and foster stronger customer relationships.

  1. What Makes GO-JEK Go in Indonesia? The Influences of Social Media Marketing Activities on Purchase Intention.... doi.org/10.3390/jtaer17010005What Makes GO JEK Go in Indonesia The Influences of Social Media Marketing Activities on Purchase Intention doi 10 3390 jtaer17010005
  2. Do Store and Brand Attachments Influence Customer Loyalty? Evidence From Migrant Workers in Taiwan -... doi.org/10.1177/21582440241234794Do Store and Brand Attachments Influence Customer Loyalty Evidence From Migrant Workers in Taiwan doi 10 1177 21582440241234794
  3. The Influence of Social Marketing Drives on Brand Loyalty via the Customer Satisfaction as a Mediating... journals.sagepub.com/doi/10.1177/21582440231181433The Influence of Social Marketing Drives on Brand Loyalty via the Customer Satisfaction as a Mediating journals sagepub doi 10 1177 21582440231181433
Read online
File size473.46 KB
Pages13
DMCAReport

Related /

JURIS Strategi Manajemen Usaha Ayam Petelur di Desa Sumber Sekar Kecamatan DAU Kabupaten Malang 2026More at 2026

FEB UMIFEB UMI Pengembangan usaha peternakan ayam berada pada kuadran V pada matriks I-E menggambarkan bahwa strategi yang umum digunakan adalah strategi penetrasi pasarPengembangan usaha peternakan ayam berada pada kuadran V pada matriks I-E menggambarkan bahwa strategi yang umum digunakan adalah strategi penetrasi pasar

JURIS Efek Kompensasi dan Lingkungan Kerja Terhadap Motivasi Kerja Serta Implikasinya Pada Kinerja Pegawai Dinas Pekerjaan Umum dan Penataan Ruang Kabupaten Musi Banyuasin 2026More at 2026

MULIADARMAMULIADARMA 960 yang artinya nilai tersebut mengidentifikasi bahwa variabel motivasi kerja dapat dijelaskan oleh variabel eksogen (Kompensasi dan Lingkungan Kerja)960 yang artinya nilai tersebut mengidentifikasi bahwa variabel motivasi kerja dapat dijelaskan oleh variabel eksogen (Kompensasi dan Lingkungan Kerja)

JURIS Pengaruh Literasi Keuangan Digital Kepercayaan Konsumen dan Perilaku Risiko Keuangan terhadap Minat Bertransaksi Menggunakan QRIS di Era Digital Studi Kasus pada Konsumen di Sarimulya Swalayan Breb 2025More at 2025

JOURNALCENTERJOURNALCENTER Di sisi lain, perilaku risiko keuangan berperan penting dalam mengarahkan keputusan konsumen agar tetap bijak, cermat, dan berhati-hati dalam memanfaatkanDi sisi lain, perilaku risiko keuangan berperan penting dalam mengarahkan keputusan konsumen agar tetap bijak, cermat, dan berhati-hati dalam memanfaatkan

JURIS The Role of Trust in Shaping Purchase Decisions Promotion Design and Insurance in Wuling Electric Vehicles 2025More at 2025

IJBLEIJBLE These findings provide valuable implications for marketing strategies in the electric vehicle industry, particularly for Wuling, by emphasizing the importanceThese findings provide valuable implications for marketing strategies in the electric vehicle industry, particularly for Wuling, by emphasizing the importance

JURIS Pengaruh Motivasi Berwirausaha Terhadap Minat Berwirausaha Mahasiswa Prodi Manajemen Fakultas Ekonomi Dan Bisnis 2025More at 2025

UNIRAYAUNIRAYA 681, maka dapat disimpulkan bahwa Motivasi (X) berpengaruh signifikan terhadap volume penjualan (Y) di Telukdalam pada tingkat signifikan 95%. Motivasi681, maka dapat disimpulkan bahwa Motivasi (X) berpengaruh signifikan terhadap volume penjualan (Y) di Telukdalam pada tingkat signifikan 95%. Motivasi

JURIS Hubungan Motivasi Kerja dengan Kinerja Pegawai di Kantor Camat Onohazumba Kabupaten Nias Selatan 2025More at 2025

UNIRAYAUNIRAYA Berdasarkan hasil pengolahan data ditemukan korelasi dasar sebesar 0,671. Hal ini menunjukkan bahwa sebesar 0,671 variabel keberagaman pekerjaan dan pegawaiBerdasarkan hasil pengolahan data ditemukan korelasi dasar sebesar 0,671. Hal ini menunjukkan bahwa sebesar 0,671 variabel keberagaman pekerjaan dan pegawai

JURIS The Influence of Electronic Word of Mouth E WoM on the Purchase Intention of Seom Gum Soap A Case Study on Students of the Faculty of Economics and Business Nias Raya University 2025More at 2025

UNIRAYAUNIRAYA Teknik kuesioner dan dokumentasi merupakan dua metode pengumpulan data. Analisis regresi adalah metode analisis yang mudah. Berdasarkan temuan pengujianTeknik kuesioner dan dokumentasi merupakan dua metode pengumpulan data. Analisis regresi adalah metode analisis yang mudah. Berdasarkan temuan pengujian

JURIS The Effect of Digital Marketing and Lifestyle Towards the Users Decision on Mobile Learning Ruang Guru In The Industry 4 0 2022More at 2022

STIE MUTTAQIENSTIE MUTTAQIEN Based on the result of the classic assumption test, it showed that Digital Marketing and Lifestyle had a positive and significant effect on the dependentBased on the result of the classic assumption test, it showed that Digital Marketing and Lifestyle had a positive and significant effect on the dependent

Useful /

JURIS The Mediating Role of Satisfaction in the Relationship Between Brand Image Price Service Quality and Digital Marketing on Student Loyalty in Higher Education 2026More at 2026

FEB UMIFEB UMI Hasil ini menunjukkan bahwa persepsi positif terhadap citra institusi, keadilan harga relatif terhadap manfaat pendidikan, serta kualitas layanan akademikHasil ini menunjukkan bahwa persepsi positif terhadap citra institusi, keadilan harga relatif terhadap manfaat pendidikan, serta kualitas layanan akademik

JURIS Analisis Anggaran Biaya Operasional Dan Kinerja Keuangan Dalam Standar Operasional Prosedur Sop Perkebunan Di PTPN IV Regional I Kebun Dusun Hulu 2026More at 2026

FEB UMIFEB UMI Penerapan Standar Operasional Prosedur (SOP) berperan penting dalam memastikan pengelolaan anggaran berjalan terstruktur dan akuntabel. Integrasi pengendalianPenerapan Standar Operasional Prosedur (SOP) berperan penting dalam memastikan pengelolaan anggaran berjalan terstruktur dan akuntabel. Integrasi pengendalian

JURIS The Role of Law in Safeguarding Consumers in the Fast Beauty Industry A Legal Analysis on Product Safety and Quality 2025More at 2025

DINASTIRESDINASTIRES Penelitian ini bertujuan untuk mengkaji implementasi perlindungan hukum konsumen untuk produk kecantikan cepat di Kabupaten Kudus, serta mengevaluasi sejauhPenelitian ini bertujuan untuk mengkaji implementasi perlindungan hukum konsumen untuk produk kecantikan cepat di Kabupaten Kudus, serta mengevaluasi sejauh

JURIS A Juridical Review of the Implementation of Regional Regulation Number 5 of 2020 on Waste Management in Jambi Province 2025More at 2025

IJBLEIJBLE This study aims to analyze the implementation of Jambi Provincial Regulation Number 5 of 2020 on Waste Management from a juridical perspective and to assessThis study aims to analyze the implementation of Jambi Provincial Regulation Number 5 of 2020 on Waste Management from a juridical perspective and to assess

ads-block-test