Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Didaktik : Jurnal Ilmiah PGSD STKIP Subang
Fatmawati Syahidah
Universitas Nusa Putra
Education

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH BRAND IMAGE DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SKINCARE GLAD2GLOW MELALUI MARKETPLACE Fatmawati Syahidah
Didaktik : Jurnal Ilmiah PGSD STKIP Subang Vol. 12 No. 03 (2026): Volume 12 No. 3, September 2026 Public
Publisher : STKIP Subang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36989/didaktik.v12i03.16056

Abstract

This study aims to analyze the influence of Brand Image and Brand Ambassador on Purchasing Decisions for Glad2Glow skincare products through marketplace platforms. In an increasingly competitive digital era, local brands strive to build a positive brand image and collaborate with various celebrities to enhance consumers' purchasing interest, particularly among younger generations. Glad2Glow is one of the brands that actively implements this strategy by emphasizing the importance of Brand Image and leveraging the influence of Brand Ambassadors in its online promotional activities. The sample in this study was determined using the Lemeshow formula and purposive sampling technique, consisting of 100 respondents who had purchased or used Glad2Glow skincare products through marketplace platforms such as Shopee, Tokopedia, Lazada, TikTok Shop, and other online marketplaces. Data were collected through a Google Forms questionnaire, and multiple linear regression analysis was employed to examine both the simultaneous and partial effects of Brand Image (X1) and Brand Ambassador (X2) on Purchasing Decisions (Y).
Co-Authors