Marketing strategies are not only essential for large corporations but also crucial for Micro,
Small, and Medium Enterprises (MSMEs) to survive in the competitive market. Despite …

Businesses have focused on using key opinion leaders (KOLs) to reach their target
customers because their use of technology and social media is more and more increasing …

This study investigates how the attributes of Chinese Pastoral Videos (CPVs) content and
the characteristics of CPVs influencer affect viewers through parasocial interaction (PSI) on …

This research explores digital transformation in the cafe industry with a case study of
Tracafe. shop, a platform that connects cafes with customers through digital technology …

La presente investigación tiene como objetivo analizar el impacto de la actitud hacia los
fashion influencers de Instagram en la intención de compra de ropa en mujeres de 18 a 24 …

This study investigates the increasing prevalence of influencer marketing on social media.
The main objectives are as follows: 1) To examine the impact of attitudes homophily on the …

Hesty Pinto Wilujeng, 2021100050, Skripsi. Program Studi Manajemen, PENGARUH
ATTRACTIVENESS DAN TRUSTWORTHINESS TERHADAP MINAT BELI PRODUK …

The use of information technology (IT) has become a key factor in the success of modern
organizations. However, to maximize the benefits of IT, organizations need to understand …

Penelitian ini dilakukan bertujuan untuk menguji adanya peran moderasi religiusitas yang
dirasakan dalam pengaruh dimensi source credibility terhadap niat pembelian pada produk …

This research aims to determine the factors that influence the formation of attitudes and
purchasing intentions of Generation Z (Gen Z) in the realm of live streaming shopping. Using …