VARELIE, Crystalin; SINAGA, Hommy Dorthy Ellyany. Digital Marketing Innovation and Online Consumer Behavior: Implications for Brand Equity (Case Study of Coffee Consumers at the Mandala By Pass Medan Branch): Inovasi Pemasaran Digital dan Perilaku Konsumen Online: Implikasinya terhadap Ekuitas Merek (Studi Kasus Konsumen Kopi di Cabang Mandala By Pass Medan). PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC), [S. l.], v. 4, n. 1, p. 500–509, 2025. DOI: 10.47663/ibec.v4i1.319. Disponível em: https://conference.eka-prasetya.ac.id/index.php/IBEC/article/view/319. Acesso em: 28 dec. 2025.