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This research explores the impact of consumer conformity on purchase intention in the fashion industry during Industry 4.0, emphasizing the role of social influences mediated by consumer conformity. The study, based on a survey of 470 Indonesian consumers, finds that traditional factors like brand quality are less relevant, with social ties and image-related concerns being significant drivers of purchase intention. The authors argue for a shift in marketing strategies to focus on digital engagement and soci

Author

nguyenlinh14072006

Language

EN