ANALYZING THE INFLUENCE OF VIRAL MARKETING ON INCREASING PURCHASE INTENTION OF LOW-END, MEDIUM-END AND HIGH-END COSMETICS PRODUCTS
The resilience of the beauty industry during and after the pandemic has attracted many companies to enter the beauty industry which has increased competition thereby encouraging brands to adopt various marketing strategies to stand out among competitors. Awareness of social media and technological a...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/83427 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |