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All Journal IIJSE
Della Kurnia Febrianti
Sekolah Tinggi Ilmu Ekonomi STAN Indonesia Mandiri, Bandung, Indonesia
Economics, Econometrics & Finance

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The Influence of Brand Ambassadors and Brand Credibility on Purchase Decisions of Glad2Glow Skincare Products on TikTok in Bandung City Della Kurnia Febrianti; Muji Rahayu
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.10313

Abstract

This study aims to analyze the influence of brand ambassadors and brand credibility on purchase decisions among consumers of Glad2Glow skincare products through the TikTok platform in Bandung. A sample of 100 respondents was determined using the Lemeshow formula with purposive sampling technique. Data were collected through Likert-scale questionnaires and analyzed using multiple linear regression with the assistance of SPSS version 21. The results show that both partially and simultaneously, brand ambassadors and brand credibility have a positive and significant effect on purchase decisions, highlighting the importance of utilizing credible brand ambassadors and strengthening brand credibility to enhance purchase decisions in social commerce contexts.
Co-Authors Muji Rahayu