Understanding Gen Z: The Role of Emotional Engagement, Promotion, and Social Influence on Purchase Intention Toward a Local Beauty Brand, Mediated By Product Scarcity
This research examined how emotional engagement, promotion, and social influence shaped Generation Z’s purchase intention toward a local Indonesian beauty brand, Somethinc, with product scarcity tested as a mediating variable. Grounded in the Theory of Planned Behavior, this study addressed inconsistencies in previous...