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Putu Dyah Permatha Korry

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Open access Sep 2026

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...

Ni Ketut Yuliani Pramesti, Putu Dyah Permatha Korry · 0 citations

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