RIGGS: Journal of Artificial Intelligence and Digital Business
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Boosting Local Brand Awareness Through Engagement and eWOM
Penelitian ini bertujuan untuk menganalisis pengaruh Customer Engagement (CE) dan Electronic Word of Mouth (eWOM) terhadap Brand Awareness (BA) pada merek fashion lokal Indonesia dalam konteks ekonomi digital. Dengan menggunakan metode kuantitatif dan pendekatan Partial Least Squares konstrukl
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