PENGARUH BRAND AWARENESS, BRAND IMAGE DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT MASYARAKAT MENGGUNAKAN PRODUK DAN JASA PADA BANK SYARIAH INDONESIA PASCA MERGER (STUDI KASUS PADA MASYARKAT WILAYAH KOTA YOGYAKARTA)

This study aims to examine the variables of brand awareness, brand image, and electronic word ofmouth on public interest in using products and services in Bank Syariah Indonesia after the merger.This research was quantitative approach. The sample was compiled throught a technique with the purposive sampling method. Data Compilation was done by distributing questionnaires from Google Form. Data were analyzed using the Multiple Linear Regresession Test assisted by IBM SPSSversion 21 on Windows operating system. The results of this study indicate that the variables of brand awareness, brand image, and electronic word of mouth have a positive and significant effect on public interestin using products and services in Bank Syariah Indonesia after the merger.