The Influence of Influencer Marketing and Product Quality on Glad2Glow Skincare Purchase Decisions

Authors

  • Mawar Nailah Aurellita Fakulty Economics and Business, Universitas Muhammadiyah Berau Is Kalimantan
  • Syarifuddin Fakulty Economics and Business, Universitas Muhammadiyah Berau Is Kalimantan
  • Lisa Puspitasari Fakulty Economics and Business, Universitas Muhammadiyah Berau Is Kalimantan

Abstract

The purpose of the research was to find out and analyze the influence of influencer marketing and product quality on purchase decisions on Glad2Glow skincare products. This study was conducted on 91 respondents who used Glad2Glow skincare in Tanjung Redeb. Based on the results of the study, it can be seen that there is a significant influence both partially and simultaneously between influencer marketing and product quality on purchase decisions. This is shown by the results of the t-test which shows that the influencer marketing variable (X1) and the product quality variable (X2) partially have a positive and significant effect on the purchase decision (Y). In addition, based on the results of the F test, it is known that the variables of influencer marketing (X1) and product quality (X2) simultaneously have a significant effect on purchasing decisions (Y).

 


Keywords:  Influencer Marketing, Product Quality, Purchase Decision,  Glad2Glow Skincare.

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Published

2026-09-27

Issue

Vol. 1 No. 1 (2026): International Conference IDEABI & BRIDA Central Java 2026

Section

Articles