PENGARUH BRAND AMBASSADOR, BRAND IMAGE, E-WOM, DAN LITERASI KEUANGAN TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN BYOND BY BSI di PROVINSI DIY

Happy Nurhaliza, NIM.: 21108020065 (2025) PENGARUH BRAND AMBASSADOR, BRAND IMAGE, E-WOM, DAN LITERASI KEUANGAN TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN BYOND BY BSI di PROVINSI DIY. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

Preview	Text (PENGARUH BRAND AMBASSADOR, BRAND IMAGE, E-WOM, DAN LITERASI KEUANGAN TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN BYOND by BSI di PROVINSI DIY) 21108020065_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf - Published Version Download (9MB) | Preview
	Text (PENGARUH BRAND AMBASSADOR, BRAND IMAGE, E-WOM, DAN LITERASI KEUANGAN TERHADAP KEPUTUSAN NASABAH MENGGUNAKAN BYOND by BSI di PROVINSI DIY) 21108020065_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf - Published Version Restricted to Registered users only Download (15MB) | Request a copy

Abstract

This study aims to analyze the influence of brand ambassadors, brand image, electronic word of mouth (E-WOM), and financial literacy on customer decisions in using BYOND by BSI in the Province of DIY. Quantitative research methods with 232 respondents and using a multiple linear regression approach were used to analyze data using the SPSS version 27 analysis tool. The results of this study indicate that brand ambassadors, brand image, electronic word of mouth (E-WOM) have a positive and significant influence on customer decisions. While financial literacy does not have a positive influence on customer decisions in using BYOND by BSI. This study is expected to provide insight for Islamic banking to improve digital marketing strategies and strengthen brand image by involving brand ambassadors in attracting customer interest.

Share this knowledge with your friends :

Actions (login required)

View Item