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All Journal Didaktik : Jurnal Ilmiah PGSD STKIP Subang Jurnal Ilmu Sosial dan Humaniora
Dessy Herdiana
Universitas Singaperbangsa Karawang
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PENGARUH PERSEPSI DAN PREFERENSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE GLAD2GLOW Nurul Aulia; Desi Jaelani; Dessy Herdiana; Asep Maulana
Didaktik : Jurnal Ilmiah PGSD STKIP Subang Vol. 11 No. 04 (2026): Volume 11 No. 04 Desember 2025 In Build
Publisher : STKIP Subang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36989/didaktik.v11i04.9164

Abstract

The local skincare industry in Indonesia has experienced significant growth in line with increasing public awareness of the importance of skin care. This study aims to analyze the influence of consumer perceptions and preferences on purchasing decisions for Glad2Glow local brand skincare products. A quantitative approach was used with a causal-comparative research design, involving 100 respondents who are Glad2Glow product users residing in Karawang. Data collection was conducted through questionnaires and analyzed using multiple linear regression. The results show that both consumer perceptions and preferences have a positive and significant simultaneous and partial effect on purchasing decisions. These findings emphasize the importance of manufacturers' understanding of consumer perceptions and preferences in formulating effective marketing strategies. This study contributes to the literature on local skincare product marketing and serves as a reference for industry players to improve competitiveness through a consumer-oriented approach. Keywords: Consumer Perceptions, Consumer Preferences, Purchase Decisions, Skincare Products, Glad2Glow
Pengaruh Kredibilitas Influencer Beby Tsabina pada Media Sosial Instagram dan Keselarasan Diri terhadap Sikap Influencer Serta Dampaknya pada Niat Konsumen terhadap Produk Barenbliss Dessy Herdiana; Desi Jaelani; Reminta Lumban Batu
SOSMANIORA: Jurnal Ilmu Sosial dan Humaniora Vol. 4 No. 4 (2025): Desember 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/sosmaniora.v4i4.6458

Abstract

This study aims to analyze the role of influencer credibility Beby Tsabina in shaping consumer attitudes and behavioral intentions towards Barenbliss products through Instagram social media. Background Problems: How do influencer credibility, Instagram social media, and self-congruence influence attitudes towards influencers and their impact on consumer behavioral intentions towards Barenbliss products. Novelty: This study combines three main variables of influencer credibility, Instagram social media, and self-congruence which are simultaneously analyzed towards consumer attitudes and intentions, especially in the local Indonesian context with a specific influencer figure, namely Beby Tsabina. Research Methods: The method used is a quantitative approach with a survey technique on Instagram users who know Beby Tsabina and Barenbliss products. Data were analyzed using Structural Equation Modeling (SEM) techniques. Finding/Results: The results show that influencer credibility, Instagram social media, and self-congruence have a significant positive effect on attitudes towards influencers, which in turn influence consumer behavioral intentions. Conclusion: The conclusion of this study is that credibility and congruence between influencers and consumers play a very important role in shaping purchase intentions through positive attitudes towards influencers.
Co-Authors Asep Maulana Desi Jaelani Nurul Aulia Reminta Lumban Batu