<![CDATA[This study aims to analyse the influence of brand awareness, content marketing and electronic word of mouth (e-WOM) on impulse buying of Emina products via the Shopee e-commerce platform amongst Generation Z in Bekasi, both partially and simultaneously. The study employed a quantitative approach with an associative design. Data were collected via an online questionnaire from 115 respondents selected using purposive sampling and analysed using multiple linear regression with SPSS. The results indicate that brand awareness has a positive and significant effect on impulsive buying, whilst content marketing and e-WOM do not have a significant effect when analysed individually. Simultaneously, the three variables had a significant effect on impulsive buying, contributing 26.5%, whilst 73.5% was influenced by other factors outside the model. These findings indicate that brand awareness is the primary factor driving impulsive purchases of Emina products on Shopee. Therefore, Emina needs to strengthen brand awareness, improve the quality of its content marketing, and optimise e-WOM.]]>
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