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PENGARUH BRAND AMBASSADOR, BRAND IMAGE, E-WOM, DAN LITERASI KEUANGAN TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN BYOND BY BSI di PROVINSI DIY
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.
FAKULTAS EKONOMI DAN BISNIS ISLAM, UIN SUNAN KALIJAGA YOGYAKARTA
PENGARUH BRAND AMBASSADOR, BRAND IMAGE, E-WOM, DAN LITERASI KEUANGAN TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN BYOND BY BSI di PROVINSI DIY (Text)
PENGARUH BRAND AMBASSADOR, BRAND IMAGE, E-WOM, DAN LITERASI KEUANGAN TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN BYOND BY BSI di PROVINSI DIY (Other)
HTML Summary of #72078 PENGARUH BRAND AMBASSADOR, BRAND IMAGE, E-WOM, DAN LITERASI KEUANGAN TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN BYOND BY BSI di PROVINSI DIY
297.273 Islam dan Ilmu Ekonomi, Perbankan Syariah, Lembaga Keuangan Syariah