Pengaruh Distrupsi Digitalisasi Terhadap Preferensi Konsumen: Studi Kasus pad…

The purpose of this research is to analyze the influence of digital disruption on consumer preferences in product or service selection. This study utilizes the Structural Equation Modeling Partial Least Square (SEM-PLS) model. The results indicate that digital disruption significantly affects consumer preferences. Changes in consumer behavior triggered by digital advancements, such as the ease …