Millennial customer response on social-media marketing effort, brand image, and brand awareness of a conventional bank in Indonesia

Deanda Dewindaru; Anneke Syukri; Rahajeng Angelita Maryono; Ulani Yunus

doi:10.21744/lingcure.v6nS1.2068

Authors

Deanda Dewindaru
deanda.dewindaru@binus.ac.id
Communication Department, Binus Graduate Program - Master of Strategic Marketing Communication, Bina Nusantara University, Jakarta, Indonesia 11480
Anneke Syukri Communication Department, Binus Graduate Program - Master of Strategic Marketing Communication, Bina Nusantara University, Jakarta, Indonesia 11480
Rahajeng Angelita Maryono Communication Department, Binus Graduate Program - Master of Strategic Marketing Communication, Bina Nusantara University, Jakarta, Indonesia 11480
Ulani Yunus Communication Department, Binus Graduate Program - Master of Strategic Marketing Communication, Bina Nusantara University, Jakarta, Indonesia 11480

Keywords:

brand awareness, brand image, customer response, marketing effort, millennial, social media

Abstract

Due to the fierce competition in banking for raising funds, banks have been obliged to develop marketing strategies to attract new consumers, particularly millennials. The marketing communication strategy that is often applied by banks is the loyalty program that is informed through social media. One of the banks in Indonesia with a loyalty program is the Bank Tabungan Negara (Bank BTN) or State Savings Bank whose a more prominent brand image of credit products than savings. This study investigated the effect of Social-Media Marketing Efforts, Brand Awareness, and Brand Image on Millennial Customer Response. This study employed a qualitative method by distributing questionnaires to 400 respondents. The results revealed that Millennial Customer Response was influenced by Social-Media Marketing Effort, Brand Awareness, and Brand Image. To conclude, Social-Media Marketing Efforts, Brand Image, and Brand Awareness of Conventional Banks in Indonesia affect Millennial Customer Response.

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