<![CDATA[The growth of the skincare industry in Indonesia, driven by the expansion of e-commerce particularly on TikTok Shop has intensified competition among brands to influance Generation Z purchase decisions. One brand that’s currently trending among Generation Z is Glad2Glow. Glad2Glow ranked third in sales on Tiktok Shop. Although Glad2Glow has managed to attract costumer’s attention, the company still faces stiff competition. Therefore, researchers have conucted studies to identify the factors influence purchase decisions. Saveral factors influence these decisions including brand image, product quality, price perception, and adversiting on purchase decisions. This study was conducted to analyze the influence of brand image, product quality, price perception, and adversiting on Generation Z purchase decisions regading Glad2Glow products on Tiktok Shop in Purwokerto. This study employed a quantitative approach using Purosive sampling involving 130 respondents. The data were collected via questionnaire and analyzed using SmartPLS 4.0. The results of this study indicated that brand image, product quality, proce perception, and adversiting have a positive and significant of determination (R²) these variables account for 76.9% of the variation in purchase decisions.]]>
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