The Influence of Digital Marketing and Digital Service Experience on Customer Loyalty Through Customer Trust: A Case Study of BRI Insurance

Abstract

This study aims to analyze the effect of digital marketing and digital service experience on customer loyalty through customer trust at BRI Insurance Denpasar Branch. The increasing internet penetration and digital transformation in Indonesia's insurance industry urge companies to optimize digital-based marketing strategies to retain and enhance customer loyalty. A quantitative approach with a cross-sectional design was employed, involving 120 active customers of BRI Insurance Denpasar Branch selected through purposive sampling. Data were collected using a 5-point Likert scale questionnaire and analyzed using Structural Equation Modeling–Partial Least Square (SEM-PLS) with SmartPLS 3.0. The results indicate that digital marketing has a positive and significant effect on customer trust (β = 0.412; p < 0.05), digital service experience has a positive and significant effect on customer trust (β = 0.358; p < 0.05), and customer trust has a positive and significant effect on customer loyalty (β = 0.524; p < 0.05). Customer trust is proven to partially mediate the relationship between digital marketing, digital service experience, and customer loyalty. These findings imply that BRI Insurance needs to integrate a consistent digital marketing strategy with improved digital service experience quality to strengthen long-term customer trust and loyalty. Keywords: Digital Marketing, Digital Service Experience, Customer Trust, Customer Loyalty, BRI Insurance.