Purchase Intentions in Indonesian E-Learning: A Study on Brand Equity, Advertising, and Pricing
This study investigates the factors influencing purchase intentions for online paid courses in Indonesia, with a particular focus on brand equity, advertising, and price. Utilizing a Likert scale questionnaire distributed to 595 Indonesians aged 18-35, who bought their e-learning themselves or through family support. The research employs Partial Least Square-Structural Equation Modeling (PLS-SEM) for data […]
