WINNING HEARTS AND MINDS: IS DIGITAL STORYTELLING AND CONSUMER SELF-EFFICACY EFFECTIVE IN DRIVING PERFUME PURCHASE DECISIONS IN INDONESIA?
The growing popularity of personal care routines and the evolution of the local perfume industry have heightened the complexity and diversity of perfume products. With the advent of ecommerce and the growing use of social media, the perfume industry faces unique challenges in conveying sensory exper...
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| Main Author: | |
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/83456 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |