Damayanti, Wiwik and MS, Mahrinasari and Bangsawan, Satria (2024) Impact of Social Media Marketing, Brand Equity on Intention to Buy Beauty and Body Care Product. In: Proceedings of the 7th International Conference of Economics, Business, and Entrepreneurship, ICEBE 2024, 4-5 September 2024, Shah Alam, Selangor, Malaysia.
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Abstract
This research aims to determine the intention to purchase Wardah brand beauty and body care products on the TikTok application which is thought to be caused by social media marketing factors and brand equity. This research focused on generation Z women who actively use TikTok social media, totaling
| Item Type: | Conference or Workshop Item (UNSPECIFIED) |
|---|---|
| Date Deposited: | 04 Mar 2026 18:20 |
| Last Modified: | 16 Apr 2026 21:55 |
| URI: | http://eprints.eai.eu/id/eprint/52077 |
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