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...

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Detalhes bibliográficos

Principais autores:	Nanda Asmawati, Widhy Tri Astuti, Wisnalmawati Wisnalmawati
Formato:	Artigo
Idioma:	Inglês
Publicado em:	Universitas KH Abdul Chalim, Prodi Ekonomi Syariah 2025-03-01
Colecção:	Indonesian Interdisciplinary Journal of Sharia Economics
Assuntos:	Digital Marketing, Influencer Marketing, Consumer Attitudes, Purchase Intentions
Acesso em linha:	https://e-journal.uac.ac.id/index.php/iijse/article/view/6144
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