<![CDATA[Objectives: This study examines the roles of Trust, Brand Image, and Attitude Toward Using in shaping customers' Behavioral Intention toward digital banking usage. The study also investigates the mediating role of Attitude Toward Using in the relationships between Trust, Brand Image, and Behavioral Intention. Methodology: A quantitative survey was conducted among 267 active users of the Wondr by BNI application within BNI Regional Office 14. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to evaluate the measurement model, structural model, and the proposed hypotheses. Findings: The results indicate that Trust significantly influences Attitude Toward Using (β = 0.515) and Behavioral Intention (β = 0.239). Brand Image also has significant positive effects on Attitude Toward Using (β = 0.361) and Behavioral Intention (β = 0.337), while Attitude Toward Using significantly influences Behavioral Intention (β = 0.244). Furthermore, Attitude Toward Using significantly mediates the relationships between Trust and Behavioral Intention (β = 0.125) as well as between Brand Image and Behavioral Intention (β = 0.088). The model explains 69.3% of the variance in Attitude Toward Using and 57.9% of the variance in Behavioral Intention. This study contributes to digital banking literature by demonstrating how institutional reputation and relational trust are translated into behavioral intention through users’ evaluative attitudes. Conclusion: Customers' Behavioral Intention toward digital banking is shaped by both direct and indirect relationships among Trust, Brand Image, and Attitude Toward Using. The findings highlight the importance of integrating institutional credibility, customer trust, and positive user attitudes to strengthen the sustained adoption of digital banking services. Keywords: digital banking; behavioral intention; brand image; trust; attitude toward using]]>
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