<mets:mets OBJID="eprint_79547" LABEL="Eprints Item" xsi:schemaLocation="http://www.loc.gov/METS/ http://www.loc.gov/standards/mets/mets.xsd http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-3.xsd" xmlns:mets="http://www.loc.gov/METS/" xmlns:mods="http://www.loc.gov/mods/v3" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"><mets:metsHdr CREATEDATE="2026-11-13T13:18:10Z"><mets:agent ROLE="CUSTODIAN" TYPE="ORGANIZATION"><mets:name>Institutional Repository UIN Sunan Kalijaga Yogyakarta</mets:name></mets:agent></mets:metsHdr><mets:dmdSec ID="DMD_eprint_79547_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:titleInfo><mods:title>PENGARUH DIGITAL MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN BYOND by BSI MELALUI BRAND IMAGE SEBAGAI VARIABEL MEDIASI</mods:title></mods:titleInfo><mods:name type="personal"><mods:namePart type="given">NIM.: 22108020019</mods:namePart><mods:namePart type="family">Alfina Putri</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods: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.</mods:abstract><mods:classification authority="lcc">332.178 Pembayaran Elektronik</mods:classification><mods:originInfo><mods:dateIssued encoding="iso8061">2026-08-18</mods:dateIssued></mods:originInfo><mods:originInfo><mods:publisher>UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS EKONOMI DAN BISNIS ISLAM</mods:publisher></mods:originInfo><mods:genre>Thesis</mods:genre></mets:xmlData></mets:mdWrap></mets:dmdSec><mets:amdSec ID="TMD_eprint_79547"><mets:rightsMD ID="rights_eprint_79547_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:useAndReproduction>
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