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All Journal JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Syahrinda Fina
Universitas Putera Batam
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Citra Merek, E-WOM dan Customer Rating Terhadap Keputusan Pembelian Skincare Glad2Glow di Kota Batam Syahrinda Fina; Inda ukati
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 12 No. 2 (2026): April 2026
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v12i2.6216

Abstract

The increase in consumer interaction with digital platforms and social media has influenced purchasing behavior for beauty products, including skincare. Glad2Glow, as a skincare brand, faces challenges in building trust and making purchasing decisions in Batam City. This study aims to analyze the influence of brand image, E-WOM, and customer ratings on Glad2Glow skincare purchasing decisions. The approach used was descriptive quantitative with a population of active skincare consumers in Batam, and the sample was taken using a purposive sampling technique. A total of 100 respondents who met the research criteria were collected and analyzed. Data analysis was carried out through validity and reliability tests, verification of classical assumptions, and multiple linear regression to examine the influence of independent variables on purchasing decisions. The results showed that brand image, E-WOM, and customer ratings each had a significant and positive influence on purchasing decisions. Brand image contributed 34.3%, E-WOM 16.2%, and customer ratings 55.2%. Simultaneously, these three variables were able to explain 84.3% of the variance in consumer purchasing decisions. Thus, it can be concluded that brand image, E-WOM, and customer ratings, both partially and simultaneously, have a significant influence on the purchasing decision of Glad2Glow skincare in Batam City.
Pengaruh Citra Merek, E-WOM dan Customer Rating terhadap Keputusan Pembelian Skincare Glad2Glow di Kota Batam Syahrinda Fina; Inda Sukati
AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Vol. 6 No. 2 (2026): AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmeb.v6i2.1870

Abstract

The rapid growth of digital platforms has significantly transformed consumer behavior in the skincare industry, particularly in urban areas such as Batam City. Consumers increasingly rely on brand perception, online information, and collective evaluations before making purchasing decisions. This study aims to examine the influence of brand image, electronic word of mouth (E-WOM), and customer rating on purchasing decisions of Glad2Glow skincare products in Batam City. A quantitative explanatory approach was employed using purposive sampling, involving 100 respondents who met specific criteria as active skincare consumers. Data were collected through structured questionnaires and analyzed using multiple linear regression after passing validity, reliability, and classical assumption tests. The results indicate that brand image, E-WOM, and customer rating each have a positive and statistically significant effect on purchasing decisions. Among the three variables, customer rating demonstrates the strongest influence, followed by brand image and E-WOM. Simultaneously, the three independent variables show a high explanatory power in predicting consumer purchasing decisions. These findings highlight the importance of strengthening brand perception, managing digital consumer communication, and maintaining credible customer ratings to enhance purchasing decisions in the competitive skincare market.
Co-Authors Inda ukati Sukati, Inda