ESG-Based Marketing Communication And Its Effect on Customer Trust, Brand Image and Brand Loyalty: Case Study of Bank Central Asia

ANASTASYA DARMAWAN, Bayu Sutikno, S.E., M.S.M., Ph.D.

2026 | Tesis | S2 MANAJEMEN (MM) JAKARTA

Meningkatnya perhatian terhadap Environmental, Social, and Governance (ESG) mendorong perusahaan untuk mengintegrasikan aspek keberlanjutan ke dalam strategi komunikasi pemasaran. Dalam industri perbankan, komunikasi pemasaran berbasis ESG dapat memengaruhi persepsi dan perilaku pelanggan melalui pembentukan citra merek dan kepercayaan pelanggan. Penelitian ini bertujuan untuk menganalisis hubungan langsung dan tidak langsung antara komunikasi pemasaran berbasis ESG, loyalitas merek, kepercayaan pelanggan, dan citra merek pada Bank Central Asia (BCA). Penelitian ini menggunakan pendekatan kuantitatif dengan data primer yang dikumpulkan melalui kuesioner daring dari 533 responden yang memenuhi kriteria penelitian. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 4.

Hasil penelitian menunjukkan bahwa komunikasi pemasaran berbasis ESG berpengaruh signifikan terhadap citra merek dan kepercayaan pelanggan. Citra merek juga berpengaruh positif terhadap loyalitas merek dan kepercayaan pelanggan, sedangkan kepercayaan pelanggan berpengaruh positif terhadap loyalitas merek. Selain itu, citra merek dan kepercayaan pelanggan terbukti memediasi hubungan antara komunikasi pemasaran berbasis ESG dan loyalitas merek. Temuan ini memberikan kontribusi pada literatur ESG dengan menghadirkan bukti empiris dari industri perbankan Indonesia serta menegaskan pentingnya komunikasi keberlanjutan yang kredibel dan berorientasi pada pelanggan. Secara praktis, hasil penelitian menunjukkan bahwa bank perlu mengembangkan strategi komunikasi ESG yang efektif untuk memperkuat citra merek, meningkatkan kepercayaan pelanggan, dan membangun loyalitas pelanggan dalam jangka panjang.

The growing importance of Environmental, Social, and Governance (ESG) has encouraged organizations to integrate sustainability into their marketing communication strategies to strengthen customer relationships and enhance long-term competitiveness. In the banking industry, effective ESG-based marketing communication is expected to influence customers’ perceptions and behavioral intentions by fostering a favorable brand image and building customer trust. This research aims to study the direct and indirect relationships between ESG-based marketing communication, brand loyalty, customer trust, and brand image in the context of Bank Central Asia (BCA). A quantitative research approach was done by using primary data collected through an online questionnaire from 533 valid respondents who met the established screening criteria. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 to evaluate both the structural and measurement models.  

The research shows that ESG-based marketing communication significantly influences brand image and customer trust, while brand image positively affects brand loyalty and customer trust. Customer trust also demonstrates a significant positive effect on brand loyalty, highlighting its important role in strengthening customers’ long-term commitment toward the bank. Furthermore, the mediation analysis confirms that brand image and customer trust jointly serve as important mechanisms through which ESG-based marketing communication enhances brand loyalty. These findings contribute to the growing literature on ESG communication by providing empirical evidence from the Indonesian banking industry and emphasizing the importance of communicating sustainability initiatives in a credible and customer-oriented manner. From a managerial perspective, the study suggests that banks should develop authentic ESG communication strategies that strengthen brand image and customer trust to foster sustainable customer loyalty and maintain long-term competitive advantage.

Kata Kunci : ESG-based marketing communication, customer trust, brand image, brand loyalty, banking industry