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All Journal Dialektika: Jurnal Ekonomi dan Ilmu Sosial
Serviani Serviani
Universitas Islam Negeri Fatmawati Sukarno Bengkulu
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Social Media Marketing, Brand Image dan Chatbot Interaction Terhadap Keputusan Pembelian Glad2Glow Serviani Serviani; Eka Sri Wahyuni; Yenti Sumarni
DIALEKTIKA: Jurnal Ekonomi dan Ilmu Sosial Vol 11 No 2 (2026): Dialektika: Jurnal Ekonomi dan Ilmu Sosial
Publisher : Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Islam Raden Rahmat Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36636/dialektika.v11i2.9303

Abstract

This study aims to examine the effects of social media marketing, brand image, and chatbot interaction on purchasing decisions for Glad2Glow skincare products on the TikTok platform, both partially and simultaneously. The study employed a quantitative approach with a correlational research design. Data were collected through questionnaires from 160 respondents and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4 through convergent validity, discriminant validity, composite reliability, and hypothesis testing. The results showed that social media marketing, brand image, and chatbot interaction each had a positive and significant partial effect on purchasing decisions. H1, H2, and H3 were supported. The model explained 68.9% of the variance in purchasing decisions (R² = 0.689). H4 remains undetermined because valid joint-test output was unavailable. These findings indicate that integrated digital marketing through social media, strengthening brand image, and responsive chatbot interactions can support an increase in consumers' purchasing decisions.
Co-Authors Eka Sri Wahyuni Yenti Sumarni