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E-commerce Marketing in Pangkalpinang by Radithya Firahansyah is a document available to read on EtoBox.

What is E-commerce Marketing in Pangkalpinang about?

This study examines the acceptance of HP Market Online Babel, a local e-commerce platform, using a modified Value-based Adoption Model to analyze the effects of content and influencer marketing on customer engagement and purchase intention. The research found significant positive influences of both marketing strategies on customer engagement and purchase intention, with customer engagement serving as a mediator. The findings highlight the importance of quality content and influencer strategies in enhancing

Author

Radithya Firahansyah

Language

EN