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All Journal International Journal of Education, Social Studies, And Management (IJESSM)
Natasya Venia Rachel Siahaan
Universitas Medan Area, Indonesia
Education Other

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The Effect of Celebrity Endorsement and Content Marketing On Purchase Decisions For Glad2glow Products On Tiktok Shop: (A Case Study of Generation Z in Pancur Batu Subdistrict) Natasya Venia Rachel Siahaan; Fitriani Tobing; Adelina Lubis
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 6 No. 3 (2026): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v6i3.1093

Abstract

This study aims to determine the effect of celebrity endorsements and content marketing on Generation Z’s purchase decisions for Glad2Glow products on TikTok Shop in Pancur Batu Subdistrict. This study employed a quantitative method using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach, analyzed using SmartPLS software. The sample consisted of 170 respondents selected through purposive sampling, with the criteria being that respondents were Generation Z members, resided in Pancur Batu Subdistrict, and had previously purchased Glad2Glow products on TikTok Shop. Data were collected via a questionnaire distributed online through Google Forms. The results indicate that Celebrity Endorsement has a positive and significant effect on Purchase Decision, with a path coefficient of 0.295, a t-statistic of 3.178, and a p- value of 0.001. Content marketing also has a positive and significant effect on purchase decisions, with a path coefficient of 0.545, a t-statistic of 6.110, and a p- value of 0.000. Together, these two variables account for 64.5% of the variance in purchase decisions, as indicated by an R-squared value of 0.645. Based on these results, it can be concluded that celebrity endorsements and content marketing have a positive and significant influence on purchasing decisions, with content marketing having a greater impact than celebrity endorsement.
Co-Authors Adelina Lubis Fitriani Tobing