eprintid: 79547
rev_number: 10
eprint_status: archive
userid: 12460
dir: disk0/00/07/95/47
datestamp: 2026-10-28 07:50:00
lastmod: 2026-10-28 07:50:00
status_changed: 2026-10-28 07:50:00
type: thesis
metadata_visibility: show
contact_email: muh.khabib@uin-suka.ac.id
creators_name: Alfina Putri, NIM.: 22108020019
title: PENGARUH DIGITAL MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN BYOND by BSI MELALUI BRAND IMAGE SEBAGAI VARIABEL MEDIASI
ispublished: pub
subjects: 332.178
divisions: jur_ps
full_text_status: restricted
keywords: Digital Marketing, Electronic Word Of Mouth (E-WOM), Brand Image, Keputusan Nasabah, BYOND By BSI
note: Jauhar Faradis, S.H.I., M.A.
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.
date: 2026-08-18
date_type: published
pages: 169
institution: UIN SUNAN KALIJAGA YOGYAKARTA
department: FAKULTAS EKONOMI DAN BISNIS ISLAM
thesis_type: skripsi
thesis_name: other
citation:   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.   
document_url: https://digilib.uin-suka.ac.id/id/eprint/79547/1/22108020019_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
document_url: https://digilib.uin-suka.ac.id/id/eprint/79547/2/22108020019_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf