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CC BY 4.0
HOW INFLUENCERS AND ONLINE CUSTOMER REVIEWS SHAPE REPURCHASE INTENTION IN FAST-FOOD MSMES: THE MEDIATING ROLE OF CUSTOMER TRUST AND THE MODERATING ROLE OF PRODUCT INVOLVEMENT
Increasingly intense competition in the micro, small, and medium-sized food and beverage (MSME) sector requires businesses to understand the mechanisms that encourage customers to make repeat purchases. This study analyzes the influence of influencers and online customer reviews on repurchase int
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