SISTIANA; LUKMANUL HAKIM; DAHRUL AMAN HARAHAP. CROSS-CULTURAL MARKETING RESEARCH: ADVANCING MEASUREMENT INVARIANCE PRACTICES FOR ROBUST EQUIVALENCE TESTING. International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET), [S. l.], v. 5, n. 5, p. 2214–2220, 2026. DOI: 10.5281/zenodo.19487093. Disponível em: https://ijset.org/index.php/ijset/article/view/1752. Acesso em: 7 jun. 2026.