Digital Marketing Effectiveness in Enganging Generation: Evidence From Bank Bjb’s Social Media Campaigns

This research aims to analyze the effectiveness of Bank BJB's digital marketing strategy in increasing Generation Z engagement intentions, especially through KPR Gaul, BJB Tandamata Goals, and Smart Budgeting digital campaigns. Although Bank BJB actively leverages social media platforms such as Instagram and TikTok, preliminary observations show a relatively low level of engagement compared to digital banking industry benchmarks. This condition highlights the need to evaluate the key elements of a digital marketing strategy that can influence Generation Z's intention to engage with branded digital content. This study uses a mixed method approach with a dominant quantitative design. Primary quantitative data was collected through a structured survey distributed to 162 Generation Z respondents aged 20-27 who actively use Instagram and TikTok. The survey measures four key constructs: content relevance, influencer credibility, call to action, and engagement intent. Quantitative data were analyzed using descriptive statistical analysis and multiple linear regression to examine the influence of each independent variable on engagement intent. To enrich and contextualize the quantitative findings, qualitative data was obtained through semi-structured interviews with two key informants from Bank BJB, representing the Corporate Secretary and Product Expert KPR divisions. Qualitative data is analyzed using thematic analysis to provide deeper insights into campaign strategy and execution. This study addresses three main research questions: (1) Does content relevance affect Generation Z's engagement intentions? (2) Does influencer credibility affect Generation Z's engagement intentions? and (3) Does the call to action affect Generation Z's engagement intentions? These findings suggest that content relevance, influencer credibility, and call-to-action each have a significant positive effect on engagement intent.  Overall, the study contributes both theoretically and practically by providing empirical evidence on the key drivers of engagement intent among Generation Z in the context of digital banking marketing. These findings offer strategic insights for Bank BJB and similar financial institutions in optimizing digital marketing strategies to increase engagement effectiveness and strengthen long-term relationships with younger audiences.