The Influence of Digital Marketing, Influencer Marketing on Purchase Intention Through Consumer Attitude Mediation (Survey of Gen Z Users of Shopee Application in Sleman District)
The rapid development of digital technology has significantly changed consumer behavior, especially among Generation Z in Indonesia. This study aims to examine the effect of digital marketing and influencer marketing on purchase intention, with consumer attitudes as a mediating variable, in the con...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas KH Abdul Chalim, Prodi Ekonomi Syariah
2025-03-01
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| Series: | Indonesian Interdisciplinary Journal of Sharia Economics |
| Subjects: | |
| Online Access: | https://e-journal.uac.ac.id/index.php/iijse/article/view/6144 |