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All Journal JURNAL ECONOMINA
Jesen Allen Dwi Saputra
Universitas Muhammadiyah Purwokerto, Indonesia
Economics, Econometrics & Finance

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The Influence of Brand Ambassador, Brand Trust, Brand Image and Product Quality on Skincare Product Purchase Decisions Jesen Allen Dwi Saputra; Erny Rachmawati; Tri Septin Muji Rahayu; Alfato Yusnar Kharismasyah
JURNAL ECONOMINA Vol. 5 No. 8 (2026): JURNAL ECONOMINA, Agustus 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi 45 Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/economina.v5i8.3846

Abstract

This study aims to analyze the influence of brand ambassadors, brand trust, brand image, and product quality on purchasing decisions for Glad2Glow skincare products in Purwokerto City. The study used a quantitative approach. The research respondents were the general public who are consumers of Glad2Glow skincare products in Purwokerto City and were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 3. The results showed that brand ambassadors, brand trust, brand image, and product quality had a positive and significant effect on purchasing decisions for Glad2Glow skincare products. The research findings also showed that these four variables were able to explain purchasing decisions by 46.2%, while the remaining 53.8% was influenced by other variables outside the research model. These results indicate that increasing brand ambassador credibility, brand trust, brand image, and product quality can improve consumer purchasing decisions for Glad2Glow skincare products. These findings provide implications for companies in formulating more effective marketing strategies to improve consumer purchasing decisions.
Co-Authors Alfato Yusnar Kharismasyah Erny Rachmawati Tri Septin Muji Rahayu