@phdthesis{digilib79547,
           month = {August},
           title = {PENGARUH DIGITAL MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN BYOND by BSI MELALUI BRAND IMAGE SEBAGAI VARIABEL MEDIASI},
          school = {UIN SUNAN KALIJAGA YOGYAKARTA},
          author = {NIM.: 22108020019 Alfina Putri},
            year = {2026},
            note = {Jauhar Faradis, S.H.I., M.A.},
        keywords = {Digital Marketing, Electronic Word Of Mouth (E-WOM), Brand Image, Keputusan Nasabah, BYOND By BSI},
             url = {https://digilib.uin-suka.ac.id/id/eprint/79547/},
        abstract = {This study aims to analyze the influence of digital marketing and electronic word of mouth (e-WOM) on customer decisions to use BYOND by BSI, with brand image as a mediating variable. This study used a quantitative approach with a purposive sampling technique on 140 BYOND by BSI users residing in the Special Region of Yogyakarta (DIY). Data were analyzed using PLS-SEM with the assistance of SmartPLS 4. The results showed that digital marketing had no significant effect on customer decisions, while electronic word of mouth (e-WOM) and brand image had a positive and significant effect. Furthermore, digital marketing and electronic word of mouth (e-WOM) had a positive effect on brand image. Brand image was shown to mediate the influence of digital marketing on customer decisions, but not the influence of electronic word of mouth (e-WOM) on customer decisions to use BYOND by BSI.}
}