Virgiawan, Rheyza; Anisa, Revinanda Amda; Pusparini, … - In: Cogent business & management 11 (2024) 1, pp. 1-16
The purpose of this research is to investigate the influence of various Point of Sale Materials (POSM) - Free Coupons, Free Samples, BOGO, and Discounts - on consumer buying behavior in the halal cosmetic industry. It aims to provide a deeper understanding of how these marketing strategies...