Handayanto, Eko and Fuadiputra, Iqbal (2024) The influence of E-commerce and Brand Ambassadors on purchasing decisions is mediated by brand image. In: Proceedings of the 4th International Conference on Business, Accounting, and Economics, ICBAE 2024, 14-15 August 2024, Purwokerto, Indonesia.
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Abstract
The purpose of this study is to analyze and prove whether electronic word of mouth and brand ambassadors affect purchase decisions on MS Glow for Men goods in the Malang City region, with brand image serving as a variable mediator. This research employs a quantitative method based on primary data. 1
| Item Type: | Conference or Workshop Item (UNSPECIFIED) |
|---|---|
| Date Deposited: | 04 Mar 2026 18:06 |
| Last Modified: | 16 Apr 2026 22:35 |
| URI: | http://eprints.eai.eu/id/eprint/51179 |
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