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p-Index From 2021 - 2026
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All Journal Digital Business Progress
Ayu Sartika Siregar
Sekolah Tinggi Ilmu Ekonomi Bina Karya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Konten Marketing, Kepercayaan dan Brand Image Terhadap Keputusan Pembelian Skincare Glad2Glow pada Gen Z di Tiktikshop Rizki Wulanita Batubara; Ayu Sartika Siregar; Shofyan Roni
Digital Business Progress Vol. 5 No. 1 (2026): Digital Business Progress Edisi Juni 2026
Publisher : STIE Bina Karya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70021/dbp.v5i1.330

Abstract

This study aims to analyze the influence of marketing content, trust, and brand image on the purchasing decisions of Glad2Glow skincare among Generation Z on TikTok Shop through a qualitative approach. The research method used is descriptive qualitative with data collection techniques through in-depth interviews, observation, and documentation of Generation Z informants who actively use TikTok and have been exposed to or purchased the skincare product. The results show that interesting, informative, and authentic marketing content plays a role in shaping consumers' initial interest. Consumer trust is formed through information transparency, honest reviews, and seller credibility, which function to reduce the perception of risk in online purchases. Meanwhile, a positive brand image provides a sense of security, strengthens confidence, and builds emotional closeness with consumers. These three variables are interrelated and shape the gradual purchasing decision process in Generation Z.
Co-Authors Rizki Wulanita Batubara Shofyan Roni