Kajian Literature Review: Pengaruh media sosial terhadap Citra merek dan kepuasan nasabah bank digital

Abstract

This paper aims to analyze the impact of social media on brand image and customer satisfaction in digital banking. The development of information technology has transformed how customers interact with banks, with social media serving as a key communication and marketing tool. This study uses a literature review method based on five scientific journals. The findings show that consistent, interactive, and responsive social media activities enhance brand image and positively influence customer satisfaction. The conclusion highlights that social media communication strategies are essential in building customer  loyalty and trust in digital banks.