XYZ COFFEE IN THE DIGITAL ERA : ANALYSIS OF BRAND TRUST AND CUSTOMER ENGAGEMENT AS DETERMINANTS OF PURCHASE DECISION

This study analyzes the role of social media marketing activities in influencing purchase intention and purchase decision for XYZ Coffee, with brand trust, brand attitude, and customer engagement acting as mediating variables. A quantitative explanatory approach was employed, involving 200 active s...

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Үндсэн зохиолчид:	Haferta Devanof, Kurniawati Kurniawati
Формат:	Artigo
Хэл сонгох:	Inglês
Хэвлэсэн:	Universitas Nusa Cendana 2026-03-01
Цуврал:	Journal of Management Small and Medium Enterprises (SME's)
Нөхцлүүд:	Brand Atttitude Brand Trust Customer Engagement Purchase Intention Purchase Decision
Онлайн хандалт:	https://ejurnal.undana.ac.id/index.php/JEM/article/view/27284
Шошгууд:	Шошго нэмэх Шошго байхгүй, Энэхүү баримтыг шошголох эхний хүн болох!