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All Journal Journal of Management and Digital Business
Syifa Pramudita Faddila
Fakultas Ekonomi dan Bisnis, Universitas Buana Perjuangan Karawang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Brand love sebagai mediator pengaruh influencer marketing terhadap keputusan pembelian produk Glad2Glow di Shopee Windi Rahmawati; Citra Savitri; Syifa Pramudita Faddila
Journal of Management and Digital Business Vol. 6 No. 2 (2026): Journal of Management and Digital Business
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53088/jmdb.v6i2.2984

Abstract

This study aims to analyze Brand love as a mediator of the influence of Influencer marketing on purchasing decisions for Glad2Glow products on Shopee. Based on SEM-PLS analysis, influencer marketing has a positive and significant influence on purchasing decisions. Brand love demonstrated a positive and significant influence, with a significantly more dominant impact and a very high F-squared value. This study concludes that emotional bonding and deep satisfaction (brand love) are the most important determinants of Generation Z purchasing decisions, compared to the attractiveness of public figures (influencers). Glad2Glow's success in the market depends heavily on its ability to foster strong emotional connections and positive experiences with its consumers. This study provides practical contributions for Glad2Glow marketers, encouraging them to focus more on strategies to strengthen emotional loyalty through personalized content and to maintain product quality. Theoretically, these results strengthen the literature on digital consumer behavior and the effectiveness of emotional marketing in the local cosmetics industry.
Keputusan pembelian produk fashion di Shopee: Analisis peran live streaming dan user-generated content (UGC) Sarip Maulana Sarip; Citra Savitri; Syifa Pramudita Faddila
Journal of Management and Digital Business Vol. 6 No. 1 (2026): Journal of Management and Digital Business
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53088/jmdb.v6i1.2999

Abstract

The purpose of this study is to analyze the influence of live streaming and user-generated content (UGC) on Shopee users’ fashion product purchase decisions. This study employs a quantitative causal-associative approach. Data were collected via an online questionnaire from 130 Shopee users who had been exposed to live streaming and UGC features; the data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results indicate that, individually, live streaming and user-generated content have a significant influence on fashion product purchase decisions on Shopee. These findings confirm that consumer purchasing decisions are influenced by interactive content features and live streaming that provide product education. The conclusion of this study indicates that live streaming and UGC serve as supporting information channels, but have not yet become dominant factors in determining fashion product purchasing decisions. Therefore, sellers are advised not to rely solely on live streaming and UGC, but to combine them with other strategies. Further research is recommended to include additional variables or to compare with other e-commerce platforms to yield broader, more in-depth results.
Co-Authors Citra Savitri Sarip Maulana Sarip Windi Rahmawati