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Found 2 from your keywords: subject="PLS-SEM"
cover
The Effect of Digital Marketing and Brand Equity on Purchase Intention of the…
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Jason Samudra Theng

This study explored the relationship between digital marketing (social media marketing and electronic word-of-mouth) and brand equity on purchase intention. Social media is used by the clothing brand Uniqlo as a method of digital marketing due to its large reach to consumers and large user base in Indonesia, specifically the Greater Jakarta area. A survey was conducted through a questionnai…

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BE 24-005
cover
The Impact of Korean Idol Related’s Characteristics Towards Customers’ Pu…
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Novi Yulianti

Customer purchase intention is important to understand and analyze target customers’ preferences as it relates to their desire on purchasing a product. In Indonesia, the popularity of Korean Pop and Dramas impacts many Indonesian women which leads them to imitate and imply Korean cultures in their daily life after gaining attachment to their idols. Due the fact that fans would likely imit…

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BE 24-003