The Influence of Word of Mouth and Brand Image on Skincare Product Purchase Decisions (Study on FEB UISU Students)

Siti Julaiha Nasution (Fakultas Ekonomi Dan Bisnis Universitas Islam Sumatera Utara, Medan)
Zenni Riana (Fakultas Ekonomi Dan Bisnis Universitas Islam Sumatera Utara, Medan)
Nur Augus Fahmi (Fakultas Ekonomi Dan Bisnis Universitas Islam Sumatera Utara, Medan)

Escalate : Economics and Business Journal
Vol. 4 No. 3 (2026): Escalate : Economics and Business Journal

The Indonesian skincare industry is experiencing developments that encourage competition between brands and increase consumer attention to various information and brand image before making a purchase. This study aims to analyze the influence of Word of Mouth and brand image on the purchasing decisions of Glad2Glow skincare products among students of the Faculty of Economics and Business, Islamic University of North Sumatra. The study used a quantitative approach with a survey method. The study population was 1,035 students and a sample of 91 respondents determined using the Slovin formula and proportional techniques. The research instrument was a questionnaire with a five-point Likert scale. Data analysis included validity tests, reliability tests, classical assumptions, multiple linear regression, t-tests, F-tests, and coefficients of determination using SPSS. The results showed that Word of Mouth had no significant effect on purchasing decisions, while brand image had a positive and significant effect. Simultaneously, Word of Mouth and brand image had a significant effect on purchasing decisions with a contribution of 23.6%. In conclusion, brand image was a more dominant factor in explaining Glad2Glow purchasing decisions among study respondents.