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All Journal Ekopedia: Jurnal Ilmiah Ekonomi Jejak digital: Jurnal Ilmiah Multidisiplin
Herlin Widasiwi
Universitas Bina Sarana Informatika
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Pengaruh Influencer Marketing dan Brand Image terhadap Keputusan Pembelian Skincare Glad2glow di Kota Depok Apriliano Tri Wahyudi; Wiwik Widiyanti; Herlin Widasiwi
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 5 (2026): AGUSTUS-SEPTEMBER
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/33tmwb64

Abstract

The global skincare cosmetics industry demonstrates significant growth, with market value projected to reach USD 473.21 billion by 2028. In Indonesia, Generation Z consumers are increasingly active on social media and influenced by influencer marketing in their skincare product purchasing decisions. This study aims to analyze the influence of influencer marketing and brand image on the purchase decision of Glad2Glow skincare products among Generation Z in Depok City. The research employs a quantitative approach with a sample of 108 respondents selected through purposive sampling technique. Data collection was conducted using a Likert scale-based questionnaire, and data analysis utilized multiple linear regression method supported by SPSS version 26 software. The research results indicate that influencer marketing (t=12.446; Sig=0.000) and brand image (t=3.974; Sig=0.000) each have a positive and statistically significant partial effect on consumer purchase decisions. Simultaneously, both variables also demonstrate a significant influence with F value of 129.434 (Sig=0.000) and a coefficient of determination of 71.1%, demonstrating that influencer credibility and positive brand image are crucial factors in driving Generation Z's purchase decisions for Glad2Glow skincare products in Depok City.
Pengaruh Influencer Credibility dan Electronic Word of Mouth (E-WOM) terhadap Keputusan Pembelian Produk Cover Glow Perfect Pink Cushion Skintific pada Generasi Z dan Milenial Pengguna TikTok Shop di Jakarta Anjelika Marselina; Wiwik Widiyanti; Herlin Widasiwi
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/gjjrg462

Abstract

The development of TikTok as a social media and digital commerce platform provides consumers with easy access to product information through Influencer content, comments, and reviews from other users. This condition makes Influencer Credibility and Electronic Word of Mouth (E-WOM) relevant to be examined in relation to purchasing decisions for beauty products through TikTok Shop. This study aims to analyze the influence of Influencer Credibility and Electronic Word of Mouth (E-WOM) on purchasing decisions for Skintific Cover Glow Perfect Pink Cushion among Generation Z and Millennials who use TikTok Shop in Jakarta. This study employed a quantitative approach using a survey method by distributing questionnaires to 100 respondents who met the research criteria. The data were processed using SPSS version 26, with data analysis including validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and coefficient of determination analysis. The results showed that Influencer Credibility had a positive and significant effect on purchasing decisions. Electronic Word of Mouth (E-WOM) also had a positive and significant effect on purchasing decisions. The simultaneous test results indicated that Influencer Credibility and E-WOM jointly had a significant effect on purchasing decisions. These findings indicate that higher Influencer Credibility and more positive information obtained through electronic media can increase consumers’ tendency to purchase Skintific Cover Glow Perfect Pink Cushion through TikTok Shop.  
Co-Authors Anjelika Marselina Apriliano Tri Wahyudi Wiwik Widiyanti