The Influence of Digital Marketing, Service Quality and Brand Image on Customer Decisions at Banco Nacional de Comercio De Timor Leste in BNCTL, Timor Leste

Abstract

This study aims to analyze the influence of Digital Marketing, Service Quality, and Brand Image on customer decisions at Banco Nacional de Comercio de Timor Leste (BNCTL), Timor Leste. Using a quantitative method and multiple linear regression analysis, this research examines the extent to which these three variables contribute to shaping customers’ decisions to use BNCTL’s products and services.

The results indicate that all three variables have a positive and significant effect on customer decisions, with Brand Image contributing the most (B = 0.828; p < 0.001), followed by Service Quality (B = 0.153; p = 0.003) and Digital Marketing (B = 0.078; p = 0.042). These findings highlight the importance of innovative Digital Marketing strategies, improved service quality, and strong Brand Image development to compete effectively in Timor Leste’s banking sector. The practical implication for BNCTL’s management is to continuously develop and optimize these three factors to enhance customer loyalty and positive decision- making. This study contributes both theoretically and practically to the development of marketing and service strategies in the banking sector within the local context of Timor Leste.