<![CDATA[This study aims to analyze Brand love as a mediator of the influence of Influencer marketing on purchasing decisions for Glad2Glow products on Shopee. Based on SEM-PLS analysis, influencer marketing has a positive and significant influence on purchasing decisions. Brand love demonstrated a positive and significant influence, with a significantly more dominant impact and a very high F-squared value. This study concludes that emotional bonding and deep satisfaction (brand love) are the most important determinants of Generation Z purchasing decisions, compared to the attractiveness of public figures (influencers). Glad2Glow's success in the market depends heavily on its ability to foster strong emotional connections and positive experiences with its consumers. This study provides practical contributions for Glad2Glow marketers, encouraging them to focus more on strategies to strengthen emotional loyalty through personalized content and to maintain product quality. Theoretically, these results strengthen the literature on digital consumer behavior and the effectiveness of emotional marketing in the local cosmetics industry.]]>
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