Analysis of the Influence of Social Media Marketing on Glad2Glow Skincare Purchase Decisions through Celebrity Endorsers
Analisis Pengaruh Social Media Marketing Terhadap Keputusan Pembelian Skincare Glad2Glow Melalui Celebrity Endorser
DOI:
https://doi.org/10.21070/ups.9409Keywords:
Social Media Marketing, Celebrity Endorser, Purchase Decision, Skincare, Glad2GlowAbstract
This study aims to analyze the influence of Social Media Marketing and Celebrity Endorser on Purchase Decision of Glad2Glow skincare products. The background of this research lies in the increasing competition within Indonesia’s skincare industry, particularly in digital promotion strategies involving public figures. This research employed a quantitative approach using an online questionnaire survey distributed to Glad2Glow product users in Indonesia. Data analysis was carried out using Partial Least Square-Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0 software. The respondents used in this study were 96 respondents based on the Lemeshow formula calculation. The results reveal that Social Media Marketing has a positive and significant effect on Purchase Decision, and similarly, Celebrity Endorser also has a positive and significant effect on Purchase Decision. These findings indicate that social media marketing strategies combined with celebrity endorsement can effectively enhance consumer interest and purchasing decisions for Glad2Glow products.
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