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 (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., [S. l.], v. 11, n. 2, p. 1342–1360, 2024. DOI: 10.35794/jmbi.v11i1.56377. Disponível em: https://ejournal.unsrat.ac.id/v3/index.php/jmbi/article/view/56377. Acesso em: 9 aug. 2026.