TY  - THES
N1  - Jauhar Faradis, S.H.I., M.A.
ID  - digilib79547
UR  - https://digilib.uin-suka.ac.id/id/eprint/79547/
A1  - Alfina Putri, NIM.: 22108020019
Y1  - 2026/08/18/
N2  - 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.
PB  - UIN SUNAN KALIJAGA YOGYAKARTA
KW  - Digital Marketing
KW  -  Electronic Word Of Mouth (E-WOM)
KW  -  Brand Image
KW  -  Keputusan Nasabah
KW  -  BYOND By BSI
M1  - skripsi
TI  - PENGARUH DIGITAL MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN BYOND by BSI MELALUI BRAND IMAGE SEBAGAI VARIABEL MEDIASI
AV  - restricted
EP  - 169
ER  -