Pengaruh Influencer Marketing dan Brand Image terhadap Keputusan Pembelian Skincare Glad2glow di Kota Depok
DOI:
https://doi.org/10.63822/33tmwb64Keywords:
Influencer Marketing; Brand Image; Purchasing DecisionAbstract
The global skincare cosmetics industry demonstrates significant growth, with market value projected to reach USD 473.21 billion by 2028. In Indonesia, Generation Z consumers are increasingly active on social media and influenced by influencer marketing in their skincare product purchasing decisions. This study aims to analyze the influence of influencer marketing and brand image on the purchase decision of Glad2Glow skincare products among Generation Z in Depok City. The research employs a quantitative approach with a sample of 108 respondents selected through purposive sampling technique. Data collection was conducted using a Likert scale-based questionnaire, and data analysis utilized multiple linear regression method supported by SPSS version 26 software. The research results indicate that influencer marketing (t=12.446; Sig=0.000) and brand image (t=3.974; Sig=0.000) each have a positive and statistically significant partial effect on consumer purchase decisions. Simultaneously, both variables also demonstrate a significant influence with F value of 129.434 (Sig=0.000) and a coefficient of determination of 71.1%, demonstrating that influencer credibility and positive brand image are crucial factors in driving Generation Z's purchase decisions for Glad2Glow skincare products in Depok City.
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