Digital Marketing, CASA and Promotion on Banking Marketing Performance: The Moderating Role of Competition

Filiartini Filiartini, Bahtiar Usman and Aekram Fais
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Filiartini Filiartini: Doctoral Program in Economics, Trisakti University, Jakarta, Indonesia.
Bahtiar Usman: Doctoral Program in Economics, Trisakti University, Jakarta, Indonesia.
Aekram Fais: Doctoral Program in Economics, Trisakti University, Jakarta, Indonesia.

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Abstract: Background: The banking sector plays a crucial role in economic growth by mobilizing funds, ensuring financial stability, and enhancing capital allocation efficiency. In the digital era, innovative marketing strategies and growth in third-party funds are key indicators of banks' competitiveness and customer trust. Aims: This study aims to examine the effects of Digital Marketing, Current Account and Savings Account (CASA), and Promotion on Marketing Performance, moderated by Competition, in conventional banks in Indonesia. Study Design: This study adopts a quantitative research design using panel data regression analysis. Place and Duration of Study: This study uses secondary data from conventional banks listed on the Indonesia Stock Exchange (IDX) during the period 2019–2024. Methodology: The sampling technique used purposive sampling, resulting in 30 banks as the research sample with a total of 180 bank-year observations. The analysis method used is panel data regression with the assistance of EViews 12 software. Based on the results of the model selection test, the Random Effect Model (REM) is the best model. The independent variables in this study are Digital Marketing, CASA, and Promotion; Marketing Performance as the dependent variable; and Competition, measured using the Herfindahl-Hirschman Index (HHI), as the moderating variable. Results: The results indicate that Digital Marketing has a positive and significant effect on Marketing Performance. Meanwhile, CASA and Promotion do not have a significant effect on Marketing Performance. However, Competition was found to moderate the effects of Digital Marketing, CASA, and Promotion on Marketing Performance. These findings suggest that the competitive structure of the banking industry plays a crucial role in enhancing the effectiveness of banks' marketing strategies in boosting Third-Party Funds (TPF) growth. Conclusion: The findings indicate that modern banking marketing performance is strongly influenced by a bank's ability to optimize digital marketing strategies. Meanwhile, CASA and Promotion need to be integrated with digital strategies to produce more effective marketing outcomes. Competition also strengthens the relationship between marketing strategies and marketing performance. These results imply that bank management should enhance digital marketing strategies, optimize the CASA funding structure, and design promotional strategies that are integrated with the digital ecosystem. This study is limited to conventional banks and a limited number of variables; therefore, future research is recommended to include Islamic banks and additional variables to improve the generalizability of the findings.

Date: 2026-04-09
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Published in Journal of Economics, Management and Trade, 2026, 32 (4), pp.165-181

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