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The rapid development of digital technology has accelerated the transformation of banking services toward increasingly competitive digital platforms. This transformation requires banks to strengthen their digital marketing strategies and improve the quality of digital banking services to enhance e-customer loyalty. However, an increasing number of customers does not necessarily result in higher customer loyalty, making initial trust an important factor in establishing long-term customer relationships. This study aims to examine the effects of digital marketing and digital banking service on e-customer loyalty, with initial trust as a mediating variable, among customers of Bank Jateng Kranggan Sub-Branch Office. A quantitative approach with an explanatory research design was employed. The study involved 312 respondents selected through purposive sampling from a population of 1,400 active users of digital banking services. Data were collected using a structured questionnaire with a five-point Likert scale and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS software. The findings reveal that digital marketing and digital banking service have positive and significant effects on both initial trust and e-customer loyalty. Initial trust also has a positive and significant effect on e-customer loyalty and significantly mediates the relationships between digital marketing, digital banking service, and e-customer loyalty. These findings indicate that strengthening digital marketing strategies, improving digital banking service quality, and fostering customers' initial trust are effective strategies for enhancing customer loyalty in digital banking.

Keyword: digital marketing, digital banking service, initial trust, e-customer loyalty