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• Article 2026

  The effect of the 4Ps marketing mix and e-WOM on Gen Z consumers' purchasing decisions: A case study at Chalissa Studio in Cianjur

  Dhita Widya Ramadani, Yuli Novitasari, Riani Winarni

  02 Feb 2026 · DOI: 10.55942/pssj.v6i2.1517

  286 Views

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  4Ps marketing mix electronic word of mouth purchasing decision
• Article

  E-WOM, influencers, and online reviews in Wardah cosmetics purchase decisions on Shopee

  Dian Wahyuni, Tengku Syarifah, Tri Andriani, Putri Sandini

  30 Nov 2025 · DOI: 10.55942/pssj.v5i11.1599

  123 Views

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  E-WOM Influencer Online Customer Review Purchase Decision