Firmansyah, D. S. ., & Dewi, L. (2026). Re-evaluating the Marketing Mix: An Empirical Study on the Indirect Influence of the 4Ps on Purchase Intention via Customer Attitude. Jurnal Bisnis Dan Manajemen, 13(1), 57–68. https://doi.org/10.26905/jbm.v13i1.16576