TY  - THES
N1  - Defi Insani Saibil, S.E.I, M.E.K
ID  - digilib72078
UR  - https://digilib.uin-suka.ac.id/id/eprint/72078/
A1  - Happy Nurhaliza, NIM.: 21108020065
Y1  - 2025/06/11/
N2  - 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.
PB  - UIN SUNAN KALIJAGA YOGYAKARTA
KW  - Brand Ambassador
KW  -  Brand Image
KW  -  E-WOM
KW  -  Literasi Keuangan
KW  - 
Keputusan Nasabah
KW  -  BYOND by BSI
M1  - skripsi
TI  - PENGARUH BRAND AMBASSADOR, BRAND IMAGE, E-WOM, DAN LITERASI KEUANGAN TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN BYOND BY BSI di PROVINSI DIY
AV  - restricted
EP  - 183
ER  -