Pengaruh Brand Image, Kualitas Produk, Harga, Promosi dan Social Proof terhadap Keputusan Pembelian Produk Glad2Glow (G2G) di Shopee (Studi Kasus pada Mahasiswa Universitas PGRI Sumatera Barat)

Nurmainis Nurmainis (Economics Education, Faculty of Economics and Business, PGRI University, Indonesia)
Meri Rahmania (Economics Education, Faculty of Economics and Business, PGRI University, Indonesia)
Dina Amalius (Economics Education, Faculty of Economics and Business, PGRI University, Indonesia)

Socratika
Vol. 3 No. 2 (2026)

This study aims to analyze and determine the influence of Brand Image (X1), Product Quality (X2), Price (X3), Promotion (X4), and Social Proof (X5)—both individually and collectively—on the Purchase Decision (Y) regarding Glad2Glow products on the Shopee marketplace among students at PGRI University of West Sumatera. This study employed a quantitative research design using a survey method. The population for this study consisted of students at PGRI University of West Sumatra who had previously purchased and used Glad2Glow products through the Shopee platform. A sample of 120 respondents was selected. The data analysis techniques used included instrument testing (validity and reliability tests), classical assumption tests, multiple linear regression analysis, the t-test (partial), the F-test (simultaneous), and the coefficient of determination (R²). The results of the study indicate that, individually, the variables Brand Image and Product Quality have a positive and significant effect on Purchase Decisions, whereas the variables Price, Promotion, and Social Proof do not have a significant effect on Purchase Decisions. Simultaneously, all five independent variables have a positive and significant effect on Purchase Decision, with a calculated F-value of 125.899 (Sig. = 0.000). The coefficient of determination (R-squared) value of 0.847 indicates that the five independent variables account for 84.7% of the variation in purchasing decisions for Glad2Glow products on Shopee, while the remaining 15.3% is explained by other factors outside the scope of this study. Brand image and product quality have a positive and significant effect on the decision to purchase Glad2Glow products on Shopee, whereas price, promotions, and social proof do not have a significant effect when considered individually. However, when considered simultaneously, these five variables have a significant effect, accounting for 84.7% of the total variance. This indicates that college students prioritize brand perception and product quality; therefore, manufacturers need to focus on strengthening these two aspects to increase purchase decisions.