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2024. THE INFLUENCE OF DIGITAL MARKETING, BRAND AMBASSADOR, AND ONLINE CUSTOMER REVIEW ON THE PURCHASE DECISION OF SCARLETT WHITENING SKINCARE PRODUCTS ON THE SHOP E-COMMERCE PLATFORM. BEMJ: Business, Entrepreneurship, and Management Journal. 3, 2 (Dec. 2024), 56–65. DOI:https://doi.org/10.36563/bemj.v3i2.1233.