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Sabrina Aghni Nurony

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Open access Sep 2026

The Effect of Social Media Marketing on Purchase Intention through Brand Awareness among Generation Z TikTok Users of The Body Shop Body Butter/Cream Products: Evidence from the Greater Bandung Area

This study examines the effect of social media marketing on purchase intention mediated by brand awareness among Generation Z TikTok users of The Body Shop Body Butter/Cream products in the Greater Bandung area. The research was motivated by the decline in The Body Shop’s Top Brand Index in the body butter/cream catego...

Sabrina Aghni Nurony, Hariyadi Triwahyu P · 0 citations

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