The Influence of Brand Ambassador, Brand Trust, Brand Image and Product Quality on Skincare Product Purchase Decisions

Jesen Allen Dwi Saputra (Universitas Muhammadiyah Purwokerto, Indonesia)
Erny Rachmawati (Universitas Muhammadiyah Purwokerto, Indonesia)
Tri Septin Muji Rahayu (Universitas Muhammadiyah Purwokerto, Indonesia)
Alfato Yusnar Kharismasyah (Universitas Muhammadiyah Purwokerto, Indonesia)

JURNAL ECONOMINA
Vol. 5 No. 8 (2026): JURNAL ECONOMINA, Agustus 2026

This study aims to analyze the influence of brand ambassadors, brand trust, brand image, and product quality on purchasing decisions for Glad2Glow skincare products in Purwokerto City. The study used a quantitative approach. The research respondents were the general public who are consumers of Glad2Glow skincare products in Purwokerto City and were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 3. The results showed that brand ambassadors, brand trust, brand image, and product quality had a positive and significant effect on purchasing decisions for Glad2Glow skincare products. The research findings also showed that these four variables were able to explain purchasing decisions by 46.2%, while the remaining 53.8% was influenced by other variables outside the research model. These results indicate that increasing brand ambassador credibility, brand trust, brand image, and product quality can improve consumer purchasing decisions for Glad2Glow skincare products. These findings provide implications for companies in formulating more effective marketing strategies to improve consumer purchasing decisions.