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All Journal LAN TABUR: JURNAL EKONOMI SYARIAH
Sharon Estefania
Universitas Pelita Harapan
Economics, Econometrics & Finance

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Digital Endorsement Effectiveness, Marketing Capability, and Product Quality as Drivers of Sustainable Skincare G2G Performance Sharon Estefania
Lan Tabur: JURNAL EKONOMI SYARIAH Vol. 8 No. 1 (2026): September
Publisher : LAN TABUR: Jurnal Ekonomi Syariah The Islamic University of KH. Achmad Muzakki Syah Jember, East Java. Jember Jln. Manggar Gebang Poreng 139A Patrang Jember Jawa Timur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53515/lt.v8i1.209

Abstract

Introduction: The swift expansion of the skincare sector in the digital age has heightened competitiveness and prompted businesses to implement digital tactics to enhance organizational effectiveness. This study aims to examine the effects of endorser credibility, digital marketing, and digital capability affect organizational performance and how that affects product quality in the G2G skincare sector. Methods: This study used a quantitative methodology with an informative concept. Purposive sampling and online surveys were used to gather data from 300 respondents, including skincare consumers and business players. The acquired data were reviewed using appropriate statistical techniques to evaluate the connections among the variables. Results: The findings indicate that Endorser Credibility has a significant positive effect on Organizational Performance (β = 0.441; p < 0.001). Digital Marketing (β = 0.420; p < 0.001) and Digital Capability (β = 0.434; p < 0.001) also positively influence Organizational Performance. Furthermore, Organizational Performance significantly affects Product Quality (β = 0.791; p < 0.001). Conclusion and Suggestion: The findings suggest that strengthening digital marketing, utilizing endorsers, and enhancing digital capability can improve organizational performance.
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