The Effect of Advertising Attractiveness on Purchase Intention on Taobao E-Commerce With Brand Image as an Intervening Variable Reviewed in Islamic Business Perspective (Case Study on Generation Z in Taiwan)
This study aims to analyze the effect of advertising attractiveness on purchase intention in Taobao e-commerce, with brand image as a mediating variable. A quantitative approach was employed using Partial Least Squares – Structural Equation Modeling (PLS-SEM). Data were collected through an online...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas KH Abdul Chalim, Prodi Ekonomi Syariah
2025-08-01
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| Series: | Indonesian Interdisciplinary Journal of Sharia Economics |
| Subjects: | |
| Online Access: | https://e-journal.uac.ac.id/index.php/iijse/article/view/7455 |
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