THE ROLE OF INFLUENCER MARKETING IN SHAPING PURCHASE INTENTION OF COUNTERFEIT LUXURY FASHION IN INDONESIA
This dissertation investigates the impact of influencer marketing on the purchase intention of counterfeit luxury fashion products in Indonesia, examining influencer credibility, expertise, and congruence with both products and consumers. Analyzing data from 241 online surveys using Partial Least Sq...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/85718 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |