The Influence of Brand Ambassador, Brand Trust, Brand Image and Product Quality on Skincare Product Purchase Decisions
DOI:
https://doi.org/10.55681/economina.v5i8.3846Keywords:
Brand Ambassador, Brand Trust, Brand Image, Product Quality, Purchase DecisionsAbstract
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.
Downloads
References
Amin, A. M., & Yanti, R. F. (2021). The influence of brand ambassadors, e-wom, lifestyle, country of origin and motivation on purchasing decisions for Korean skincare products from Nature Republic. Invest: Journal of Business and Accounting Innovation, 2(1), 1-14.
Aruna, S. T., Hariasih, M., & Pebrianggara, A. (2024). The Influence of Brand Ambassador, Brand Image, and Product Quality on Purchasing Decisions for Garnier Sakura Glow Products. Scientific Journal of Management, Economics, & Accounting (MEA), 8(2), 228-245.
Asifa, I., Mulyati, M., & Ramadhan, R. (2025). The Role of Word of Mouth Mediation on the Influence of Price and Brand Trust on Purchasing Decisions. Journal of Economic Resources, 8(2), 679-690.
Atulkar, S. (2020). Brand trust and brand loyalty among shoppers in shopping malls. Marketing Intelligence and Planning, 38(5), 559–572. https://doi.org/10.1108/MIP-02-2019-0095
Azzura, N., & Mardhiyah, A. (2023). TRANSECONOMICS: Accounting, Business and Finance The Influence of Twice Brand Ambassador, Product Quality and Brand Trust on Purchasing Decisions of Scarlett Whitening Products (Study on Students in Medan City). 3(6), 981–987.
Bila, M. N. S., Rachmawati, E., Rahayu, T. S. M., & Utami, R. F. (2024). The Influence Of Product Quality, Promotion, And Brand Awareness On Purchase Decisions For Mixue Ice Cream & Tea. Derivatif: Jurnal Manajemen, 18(2), 233-243.
Barqiah, S., & Gusti, Y. K. (2024). Customer Self-Congruence and Brand Image on Purchase Decisions: The Role of Gender and Age as Control Variables. 39(2), 199–214.
Caniago, A., & Rustanto, A. E. (2022). Service Quality in Increasing Consumer Purchase Interest in MSMEs in Jakarta (Case Study of Purchases Through Shopee). Responsive, 5(1), 19–25. https://doi.org/10.24198/responsive.v5i1.39338.
Fadilah, A. N., Rachmawati, E., & Miftahuddin, M. A. (2026). Analysis of Factors Affecting
Cosmetic Product Purchase Decisions Among Gen-Z in Purbalingga. Journal of Motivation Management 22 (2026) 1378-1390, 22, 1378–1390. https://doi.org/https://doi.org/10.29406/jmm.v22i1.8644
Fatmawati, J., & Wati, L. (2024). Product Quality , Product Design , And Brand Image Influence On The Decision To Purchase A Realme Smartphone in Padang City. 21(1), 56–63.
Fazirah, E. (2022). The Influence of Brand Ambassador, Brand Image, and Product Quality on Purchasing Decisions for Wardah Cosmetics in Surakarta City. Dewantara Economic Journal, 5(3), 246-254.
Fichri, M., & Rojuaniah. (2022). The Influence of Social Media User Characteristics, E-Wom, Trust and Brand Equity on Train Users' Purchasing Decisions During the Covid-19 Pandemic. Journal of Business Economics, 11(2), 353–366.
Glad2Glow. (n.d.). Senior product development at Glad2Glow. Glints Career. Retrieved July 27, 2026, from glints.com
Glad2Glow Malaysia. (n.d.). Glad2Glow Malaysia company profile. LinkedIn. Retrieved July 27, 2026, from linkedin.com
Kholidah, A. N., Widiastuti, C. T., & Nastiti, P. R. (2025). Customer Trust Mediates Brand Image and Product Quality on Purchasing Decisions. SOLUSI: Scientific Journal of Economics, 23(3), 356–373. https://doi.org/https://doi.org/10.26623/slsi.v23i3.12023
Kompas. (2025, May 12). Who owns Glad2Glow, the booming skincare brand? Kompas Money. https://money.kompas.com/read/2025/05/12/062544426/siapa-pemilik-glad2glow-merek-skincare-yang-lagi-booming
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education Limited.
Kristian, G., Welsa, H., Bagus, I., & Udayana, N. (2021). The Influence of Brand Ambassadors And Brand Image On Purchasing Decisions With Trustworthiness As an Intervening Variable. https://doi.org/10.37641/jimkes.v9i3.570
Kumala, S., & Trust, B. (2025). The Effect of Price , Brand Trust , and Brand Image on Smartphone Purchase Decisions. 13(4), 2207–2218. https://doi.org/10.37641/jimkes.v13i4.3371
Maharani, R. A., & Achmad, N. (2024). The Influence of Brand Ambassador and Brand Image on Purchasing Decisions of Bening's Skincare Products with Trustworthiness as an Intervening Variable. Jesya (Journal of Economics and Sharia Economics), 7(1), 1037-1052.
Maulana, Y. S., & Marista, M. (2021). The Effect of Brand Image and Brand Trust on Oppo Cellphones Purchasing Decisions In Banjar City. 8(2), 214–225.
Munir, M. M., & Nugraheni, T. (2025). Consumer Decision Model: Price Perception, Product Quality, Brand Image Influence Decisions To Purchase Smartphone Iphone In Indonesia. STABILITY: Journal of Management and Business, 8(1).
Musthofa, C. N., Amin, N., & Riyoko, S. (2025). The Impact of Celebrity Endorsements on MS Glow Product Purchase Decisions, Through Brand Trust in Gen Z Factory Workers in Jepara Regency. 08(02), 256–265.
Ningrum, Y. C., & Hayuningtias, K. A. (2022). The Influence of Product Quality, Social Media Marketing, and Brand Ambassador on Online Buying Decisions. Almana: Journal of Management and Business, 6(2), 316-324.
Peter, J. P., & Olson, J. C. (2018). Consumer Behavior and Marketing Strategy (11th ed.). McGraw-Hill Education.
Pramesti, D. Z., & Sujana, I. N. (2023). The Influence of Brand Image, Brand Awareness and Brand Trust on Apple Smartphone Purchase Decisions. 11(1), 65–71.
Pratiwi, Y., Putra, S. S., & Digdowiseiso, K. (2023). The Influence of Product Quality, Brand Image, and Social Media Influencers on Purchasing Decisions for Scarlett Whitening Products on Instagram in DKI Jakarta. Management Studies and Entrepreneurship Journal, 4, 8809-17.
PT Suntone Wisdom Indonesia. (n.d.). Glad2Glow company profile. LinkedIn. Retrieved 27 times July 2026, from linkedin.com
Putra, E. F., Rachmawati, E., Wahyuni, S., & Purwidianti, W. (2025). Analysis Of Determinant Factors Of Purchase Decisions For Garnier Facial Wash Products (Study on the General Public in Tegal City). Scientific Journal of Economics and Business, 13(4),4343–4358. https://doi.org/DOI: https://doi.org/10.37676/ekombis.v13i4 Analysis
Putra, E. F., TSM, R., Hidayah, A., & Purnadi. (2023). The Influence of Celebrity Endorsement, Brand Image, Brand Trust and Lifestyle on Purchase Decisions for Geoff Max Brand Shoes (Study on Students in Purwokerto City). International Journal of Multidisciplinary Research and Analysis, 6(12). https://doi.org/10.47191/ijmra/v6-i12-49
Putri, E. N., Susanti, R., & Lamidi. (2022). The Influence of Brand Image, Brand Trust, and Price on Purchasing Decisions on the Shopee Marketplace.JEKU (Journal of Economics and Entrepreneurship), 22(1), 29–36.
Rachmawati, A. F., & Laily, N. (2024). The Influence of Product Quality, Brand Image, and Brand Trust on Purchasing Decisions (A Study of Uniqlo Consumers in Surabaya). Journal of Management Science and Research (JIRM), 13(8).
Rahayu, I. A. (2025). The Role of Price as an Intervening Variable in The Influence of Brand Image, Hedonic Lifestyle, and Product Quality on Purchase Decisions (A Study on Generation Z iPhone 15 Consumers in Greater Malang) (Doctoral dissertation, Muhammadiyah University of Malang).
Rahmawati, P., Rachmawati, E., Septin, T., & Rahayu, M. (2025). The Effect of Product Quality , Social Media Marketing , E-WOM and Promotion on Consumer Purchasing Decisions for Azarine Sunscreen Products. International Journal of Business and Applied Economics (IJBAE), 4(4), 2161–2180.
Retnowati, D., Rachmawati, E., Bagis, F., & Hidayah, A. (2026). The Influence of Lifestyle , Brand Image , Service Quality and Product Quality on Purchase Decisions kopi Kenangan. 13(1), 122–136.
Rizky, A. (2025). The Effect Of Brand Ambassador , Brand Trust And Brand Image On Purchase Decision of Beauty Product Consumer. 13(2), 881–896. https://doi.org/10.37641/jimkes.v13i2.2966
Septin, T., Rahayu, M., Aulia, P. R., Widyaningtyas, D., & Fauziridwan, M. (2025). The Influence of Influencer Marketing , Electronic Word of Mouth , and Brand Trust on Purchasing Decisions for Facetology Sunscreen in Generation Z. International Journal of Business, Education, Humanities and Social Sciences, 7(1), 50–60.
Sugiyono, S. (2023). Quantitative, Qualitative, and R&D Research Methods. Alfabeta.
Susanti, R., & Lamidi, L. (2022). The Influence of Brand Image, Brand Trust, and Price on Purchasing Decisions on the Shopee Marketplace(Survey on Shopee Users in Klaten City). Journal of Economics and Entrepreneurship, 22(1).
Syafarina, D. (2021), The Influence of Brand Ambassadors and Social Media Advertising on Lazada Customer Trust and Loyalty during the Covid19 Period, Faculty of Economics and Business, Syarif Hidayatullah State Islamic University, Jakarta
Sayidatina, S., Rachmawati, E., Tubastuv, N., & Widyaningtyas, D. (2026). THE INFLUENCE OF BRAND AMBASSADOR , BRAND IMAGE , WORD OF MOUTH , AND PRODUCT QUALITY ON SKINTIFIC SKINCARE. Maneksi Journal ( Management Economics and Accounting), 15(02), 745–760.
Sukmawati, S. P., Soegiono, P., & Fitriyah, Z. (2022). The Effect of Brand Ambassadors and Advertising on Purchasing Decisions of Mie Sedaap in East Surabaya. NUSANTARA: Journal of Social Sciences, 9(1), 77-82.
TikTok Shop Singapore. (2024). Glad 2 Glow all-in-one product for radiant skin versatile use [Halaman produk]. TikTok Shop. Diambil 27 Juli 2026, dari tiktok.com
Wulansari, A. D., & Setiawan, M. B. (2023). The Influence of Brand Image, Lifestyle and Reference Groups on iPhone Purchasing Decisions (A Study of iPhone Users in Semarang City). Economics and Digital Business Review, 4(1), 338-348.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 JURNAL ECONOMINA
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
