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Hasil Pencarian

Ditemukan 1 dokumen yang sesuai dengan query
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Balqis Azizah Pradana
The Effect of Self-construal on Beauty Product Purchase Intention: Calculating Self-discrepancy and The Presence of Online Consumer Reviews = Efek Konstruksi Diri terhadap Niat Pembelian Produk Kecantikan: Menghitung Diskrepansi Diri dan Keberadaan Ulasan Konsumen Online
" Despite the idea that beauty has been defined as a subjective concept, the desire to look good is attaining unprecedented levels. Through the growth of digitalization, the beauty industry has accommodated and advanced its approach to consumers' personalized needs. In explaining the underlying mechanism of consumer behavior, the self-construal theory was often used as an individual's cultural measurement. Therefore, this study aims to analyze the influence of self-construal on the purchase intention of beauty products ... "
Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2023
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UI - Makalah dan Kertas Kerja  Universitas Indonesia Library