The Effect of Financial Literacy and Ewom Towards Purchasing Decision Cosmetic Product Across Two Generation
Diar Rizki Fitriani,
Irni Rahmayani Johan
Abstract:The ease of information related to a cosmetic product through electronic word of mouth and financial literacy owned by millennial and Z generations can trigger purchasing decisions. The purpose of this study was to analyze the effect of financial literacy and electronic word of mouth on purchasing decisions in millennial and Z generations. The study used an explanatory research study design and voluntary sampling technique with a total of 122 millennial and Z generation respondents in Indonesia. Based on the r… Show more
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