THE POWER OF DIGITAL INFLUENCE: HOW SOCIAL MEDIA DRIVES BRAND AWARENESS AND PURCHASE INTENTIONS AMONG GEN Z
This study explores the impact of influencer credibility, user-generated content (UGC), and celebrity endorsement on purchase intention among Generation Z in Jabodetabek, with brand awareness as a mediating variable. This study collected data from 186 respondents who were skincare products users and...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Pelita Harapan
2025-05-01
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| Series: | DeReMa (Development Research of Management): Jurnal Manajemen |
| Subjects: | |
| Online Access: | https://ojs.uph.edu/index.php/DJM/article/view/9181 |
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