The Mediating Role of Trust in Purchasing Intention
Lily Purwianti,
Edy Yulianto,
Katherine
Abstract:Generation Z is defined as those born between 1997 and 2012 who have grown up in the digital era. This has had a significant impact on their thinking and behavior, especially in the realm of beauty. Generation Z, born in the digital era, possesses distinct characteristics that set them apart from other generations. Notably, they have a strong preference for purchasing beauty items, with a significant portion of their income allocated to this expenditure. The aim of this study is to determine the function of tr… Show more
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