eprintid: 72078
rev_number: 10
eprint_status: archive
userid: 12460
dir: disk0/00/07/20/78
datestamp: 2025-07-23 02:25:11
lastmod: 2025-07-23 02:25:11
status_changed: 2025-07-23 02:25:11
type: thesis
metadata_visibility: show
contact_email: muh.khabib@uin-suka.ac.id
creators_name: Happy Nurhaliza, NIM.: 21108020065
title: PENGARUH BRAND AMBASSADOR, BRAND IMAGE, E-WOM, DAN LITERASI KEUANGAN TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN BYOND BY BSI di PROVINSI DIY
ispublished: pub
subjects: 297.273
divisions: jur_ps
full_text_status: restricted
keywords: Brand Ambassador, Brand Image, E-WOM, Literasi Keuangan,
Keputusan Nasabah, BYOND by BSI
note: Defi Insani Saibil, S.E.I, M.E.K
abstract: 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.
date: 2025-06-11
date_type: published
pages: 183
institution: UIN SUNAN KALIJAGA YOGYAKARTA
department: FAKULTAS EKONOMI DAN BISNIS ISLAM
thesis_type: skripsi
thesis_name: other
citation:   Happy Nurhaliza, NIM.: 21108020065  (2025) PENGARUH BRAND AMBASSADOR, BRAND IMAGE, E-WOM, DAN LITERASI KEUANGAN TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN BYOND BY BSI di PROVINSI DIY.  Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.   
document_url: https://digilib.uin-suka.ac.id/id/eprint/72078/1/21108020065_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
document_url: https://digilib.uin-suka.ac.id/id/eprint/72078/2/21108020065_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf