IMPLEMENTATION OF DIGITAL MARKETING TO INCREASE SATISFACTION AND IMPACT ON THE IMAGE OF BANKING PT BANK CENTRAL ASIA TBK

Mohamad Arfiman Yosep, Yoyo Sudaryo, Astrin Kusumawardani, Nandan Limakrisna 1) Indonesian College of Economics Building, Faculty of Economics, Jl. Soekarno-Hatta No.448, Bandung 40266, Indonesia 2) Indonesian College of Economics Building, Faculty of Economics, Jl. Soekarno-Hatta No.448, Bandung 40266, Indonesia 3) Indonesian College of Economics Building, Faculty of Economics, Jl. Soekarno-Hatta No.448, Bandung 40266, Indonesia 4) Universitas Persada Indonesia, Jakarta, Indonesia


INTRODUCTION
Marketing is the spearhead of a company and becomes very important, especially in the banking sector. Industrial competition in the banking world is getting tougher, especially the development of technology that acts as the development of the banking world. The banking industry currently wants to provide the best service to the public because of the many bank expansion that has just sprung up but already offers a lot of banking convenience services. This begins with the application of digital marketing that makes it easy for

LITERATURE REVIEWS
Etymologically the word management is taken from ancient French, which is management, which means the art of organizing and implementing. Management can also be interpreted as an effort to plan, coordinate, organize, and control resources to achieve goals efficiently and effectively.
According to (Terry & Rue, 2010) Management is a typical process that consists of the actions of planning, organizing, mobilizing, and controlling to determine and achieve goals through utilization. So it can be concluded that management is a process that contains POAC, namely Planning, Organizing, Actuating and Controlling, or in Indonesian known as planning, organizing, directing, and controlling by resources so that results can be achieved effectively and efficiently.
From some management functions, it can be understood that management starts with planning (planning), organizing (organizing). The next step after implementing the planning and control functions can be formulated as a process of determining what needs to be achieved namely standards, what is being implemented is implementation, assessing implementation, and when necessary making improvements, so that implementation is by the plan that is in line with standards.
According to (Daryanto, 2011) The company's success in running its organization is inseparable from the success of the marketing team's performance, in every marketing company it is always the spearhead for a profitable company, by sharing the company's strategy it will be run to achieve profitability.
Marketing according to the American Marketing Association (AMA) quoted by (Dhruv & Levy, 2014)explains that marketing is: "Marketing is the activity, sets of institutions, and processes for creating, capturing, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large" which means "Marketing is an activity, organizing institutions, processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, and society in general ".
According to Law No.7 of 1992 concerning banking which was later refined to Act No.10 of 1998 concerning banking, explaining that there are 2 types of banks, namely: According to (Kotler & Keller, 2013)said that E-Marketing is a way of marketing that is done through computers (and other electronic goods such as laptops, gadgets) by using a means of communication that aims to reduce marketing costs and increase the effectiveness of marketing efforts. E-marketing is a process that utilizes. Digital marketing or digital marketing is another term that is similar to internet marketing. 3. Banking image of PT. Bank Central Asia Tbk.

RESEARCH METHOD
The research method used in this research is descriptive and verification research. A descriptive method is a method in examining the status of a group of people, the status of an object, a set of conditions, a system of thought, or a class of events in the present (Sugiyono, 2012). The purpose of this descriptive study is to make a systematic, factual, and accurate description, picture, or painting of the facts, properties, and relationships between the phenomena investigated. The verification method is: "The nature of verification research wants to test the truth of a research hypothesis carried out through data collection in the field" (Arikunto, 2013)So, in this research, we will test the truth about the effect of Digital Marketing implementation on customer satisfaction and its impact on the image of banks at PT. Bank Central Asia Tbk.