Farhah, Nabilla Fitri Assy, et al. “The Influence of Digital Marketing and Electronic Word of Mouth on Customer Retention in Generation Z Consumers in TikTok Shop With Brand Trust As a Moderator”. Journal of Economics and Management Scienties, vol. 8, no. 2, Feb. 2026, pp. 747-54, doi:10.37034/jems.v8i2.383.