%A NIM.: 22108020019 Alfina Putri
%O Jauhar Faradis, S.H.I., M.A.
%T PENGARUH DIGITAL MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN BYOND by BSI MELALUI BRAND IMAGE SEBAGAI VARIABEL MEDIASI
%X 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.
%K Digital Marketing, Electronic Word Of Mouth (E-WOM), Brand Image, Keputusan Nasabah, BYOND By BSI
%D 2026
%I UIN SUNAN KALIJAGA YOGYAKARTA
%L digilib79547