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The STRATEGIC ROLE OF CONSUMER ETHNOCENTRISM, SOCIAL MEDIA MARKETING, AND BRAND AMBASSADORSHIP IN SHAPING PURCHASE DECISIONS FOR LOCAL INDONESIAN SKINCARE BRANDS ON E-COMMERCE PLATFORMS. JMBI UNSRAT 2024, 11 (2), 1342-1360. https://doi.org/10.35794/jmbi.v11i1.56377.