Evaluating the Impact of Marketing Practices Digitalization and Investment on Labor Market Efficiency and Commercial Bank Performance Using Econometric Models

This study evaluates the impact of marketing practices, digital parameters, and investments in the labor market on the efficiency of commercial banks using econometric models. Drawing from international experience, marketing practices have proven essential for optimizing operational costs, enhancing financial efficiency, and strengthening market positions in competitive environments. This research leverages quarterly data from Ipoteka Bank (2015–2024) and employs the ARDL (Autoregressive Distributed Lag) model to assess short- and long-term relationships between variables. The research findings show that a 1% increase in marketing investments engender in a 0.35% rise in return on assets, while a 1% increase in digital banking customers is found to lead to a 0.21% growth in ROA, which shows the operational efficiency of banking digital transformation. Lastly, the investments in employee training reveal that a 1% increase in such expenditures result in to a 0.17% growth in ROA. All in all, these results show the role of targeted investments in marketing, digital transformation, and human capital that drives financial performance and market capitalization up.