%0 Thesis
%9 Skripsi
%A Happy Nurhaliza, NIM.: 21108020065
%B FAKULTAS EKONOMI DAN BISNIS ISLAM
%D 2025
%F digilib:72078
%I UIN SUNAN KALIJAGA YOGYAKARTA
%K Brand Ambassador, Brand Image, E-WOM, Literasi Keuangan,  Keputusan Nasabah, BYOND by BSI
%P 183
%T PENGARUH BRAND AMBASSADOR, BRAND IMAGE, E-WOM, DAN LITERASI KEUANGAN TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN BYOND BY BSI di PROVINSI DIY
%U https://digilib.uin-suka.ac.id/id/eprint/72078/
%X This study aims to analyze the influence of brand ambassadors, brand image,  electronic word of mouth (E-WOM), and financial literacy on customer decisions  in using BYOND by BSI in the Province of DIY. Quantitative research methods with  232 respondents and using a multiple linear regression approach were used to  analyze data using the SPSS version 27 analysis tool. The results of this study  indicate that brand ambassadors, brand image, electronic word of mouth (E-WOM)  have a positive and significant influence on customer decisions. While financial  literacy does not have a positive influence on customer decisions in using BYOND  by BSI. This study is expected to provide insight for Islamic banking to improve  digital marketing strategies and strengthen brand image by involving brand  ambassadors in attracting customer interest.
%Z Defi Insani Saibil, S.E.I, M.E.K