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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

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Andrian Andrian

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Review Open access Aug 2026

Digital Marketing Capability and Brand Experience as Drivers of Customer Loyalty: The Mediating Role of Customer Engagement in Bekasi Retail Stores

Customer loyalty remains a central marketing management objective, yet loyalty formation is increasingly shaped by firms’ digital capabilities and the quality of customer experiences across digital touchpoints. Drawing on customer engagement theory and relationship marketing, this study examines how Digital Marketing C...

Andrian Andrian, Adrianus Trigunadi Santoso · 0 citations

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