<![CDATA[This study aims to analyze the influence of Brand Image and Brand Ambassador on Purchasing Decisions for Glad2Glow skincare products through marketplace platforms. In an increasingly competitive digital era, local brands strive to build a positive brand image and collaborate with various celebrities to enhance consumers' purchasing interest, particularly among younger generations. Glad2Glow is one of the brands that actively implements this strategy by emphasizing the importance of Brand Image and leveraging the influence of Brand Ambassadors in its online promotional activities. The sample in this study was determined using the Lemeshow formula and purposive sampling technique, consisting of 100 respondents who had purchased or used Glad2Glow skincare products through marketplace platforms such as Shopee, Tokopedia, Lazada, TikTok Shop, and other online marketplaces. Data were collected through a Google Forms questionnaire, and multiple linear regression analysis was employed to examine both the simultaneous and partial effects of Brand Image (X1) and Brand Ambassador (X2) on Purchasing Decisions (Y).]]>
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