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Menampilkan 1–2 dari 2 artikel
The Influence of Brand Awareness and Perceived Quality on Consumer Loyalty with Brand Equity as an Intervening Variable: Study at Consumer Oppo Smartphone in Palangka Raya City
Proceeding of the International Conference on Management, Entrepreneurship, and Business
Vol 1
, No 1
(2025)
Smartphone users in Indonesia are projected to reach 195.26 million by 2024. This has led to increased competition among smartphone vendors, causing each vendor to compete to either increase or maintain their market share. One of the most famous smartphone brands in Indonesia is Oppo, which ranks among the top 2 smartphones in Indonesia based on the top brand index. This research aims to gain a deeper understanding of smartphone marketing strategies in Indonesia and analyze several variables tha...
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The Impact of Live Streaming Commerce and Online Reviews on Impulsive Buying with E-Trust as an Intervening Variable for Somethinc Cosmetics Among Generation Z
Siti Nurul Nazwa
; Meitiana
; Vivy Kristinae
; Roby Sambung
Proceeding of the International Conference on Management, Entrepreneurship, and Business
Vol 1
, No 2
(2024)
This study investigates the influence of live streaming commerce and online customer reviews on impulsive buying behavior, with e-trust as an intervening variable, focusing on Somethinc cosmetics among Generation Z consumers. Utilizing a quantitative approach, the research gathered data from 100 respondents selected through purposive sampling in Palangka Raya City. The Partial Least Square - Structural Equation Model (PLS-SEM) was employed to analyze the relationships between variables.
The find...
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