relation: https://digilib.uin-suka.ac.id/id/eprint/79547/
title: PENGARUH DIGITAL MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN BYOND by BSI MELALUI BRAND IMAGE SEBAGAI VARIABEL MEDIASI
creator: Alfina Putri, NIM.: 22108020019
subject: 332.178 Pembayaran Elektronik
description: 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.
date: 2026-08-18
type: Thesis
type: NonPeerReviewed
format: text
language: id
identifier: https://digilib.uin-suka.ac.id/id/eprint/79547/1/22108020019_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
format: text
language: id
identifier: https://digilib.uin-suka.ac.id/id/eprint/79547/2/22108020019_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf
identifier:   Alfina Putri, NIM.: 22108020019  (2026) PENGARUH DIGITAL MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN BYOND by BSI MELALUI BRAND IMAGE SEBAGAI VARIABEL MEDIASI.  Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.