This study examines the determinants that can influence the purchase intention of Gen Z
consumers towards local brand cosmetic products mediated by brand image. This research …

Purpose–This study empirically examines the effect of digital marketing on impulse buying
with the experience of hedonic shopping values​​ and the income results of SME actors as …

Abstract Key Opinion Leader Marketing has significant urgency in the higher education
environment to increase institutional visibility, support student recruitment, and strengthen …

Pada era digital ini, dimana dalam aktivitas sehari-hari semua orang seringkali bergantung
pada digital membuat teknologi terus berkembang pesat. Untuk meningkatkan efisiensi dan …

This research is aimed at proving whether there is an influencing relationship between the
independent variables (Interest Rates) and (Infrastructure) on the dependent variable …

This research aims to investigate the influence of Brand Awareness, Brand Image,
Perceived Service Quality, Perceived Product Quality, Physical Environment, Customer …

Purpose–This paper seeks to examine the mediator effect of e-customer satisfaction on the
relationship between e-service quality and e-customer loyalty. Methodology/approach–The …