Azizah, N. L., Pratiwi, H. W., & Apriliyanto, N. (2026). Brand Equity as Mediator in the Effect of Viral Marketing and Online Reviews on Impulsive Buying of Fashion Product . Jurnal Manajemen, 17(1), 161–179. https://doi.org/10.32832/jm-uika.v17i1.21004