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Silvina Putri Lestari

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Review Open access Oct 2026

The Influence of Brand Image and E-WOM on Gen Z's Skincare Purchase Decisions with Customer Trust as a Mediator

The increasingly intense competition in the skincare industry requires businesses to understand the factors that drive purchase decisions among Generation Z. Previous findings on the effects of brand image and electronic word of mouth (e-WOM) on purchase decisions have been inconsistent. This study aims to analyze the...

Silvina Putri Lestari, Sutrisno, A. Heriyanto · 0 citations

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