THE INFLUENCE OF CELEBRITY ENDORSER, BRAND IMAGE, PRODUCT QUALITY, AND BRAND TRUST ON CONSUMER PURCHASE DECISIONS OF GLOWSOPHY

Ina Avitalia Rosa, Dian Citaningtyas Ari Kadi

Abstract


This study aims to analyze the influence of Celebrity Endorsers, Brand Image, Product Quality, and Brand Trust on Consumer Purchase Decisions of Glowsophy products in Madiun City. The background of this research is based on the increasing impact of social media, particularly TikTok, on Generation Z consumer behavior in making purchase decisions, especially for trending cosmetic products. This research employs a quantitative approach using a survey method involving 385 respondents who are active TikTok consumers in Madiun City. The data analysis technique applied is multiple linear regression analysis with the assistance of SPSS version 26 software. The results of the study indicate that: (1) Celebrity Endorsers have a positive and significant effect on Purchase Decisions. (2) Brand Image has a positive and significant effect on Purchase Decisions. (3) Product Quality has a positive and significant effect on Purchase Decisions. (4) Brand Trust has a positive and significant effect on Purchase Decisions. Collectively, these four variables simultaneously exert a significant influence on consumer purchase decisions for Glowsophy products. The recommendation of this research is that cosmetic companies, particularly Glowsophy, should pay greater attention to selecting celebrity endorsers who align with the brand image, maintain consistent product quality, and build consumer trust through transparency and reliability.


Full Text:

PDF

References


Aden, A., et al. (2021). Beauty standards and media influence in cosmetic advertising. Journal of Media Studies, 14(2), 112–125.

Amalaa, N., et al. (2022). Beauty privilege and its influence on consumer behavior. Indonesian Journal of Social Psychology, 9(1), 45–59.

Basir, M., et al. (2022). The impact of beauty standards on consumer decision-making. Journal of Cultural Studies, 18(3), 201–213.

Deslima, A. (2020). Beauty trends in the digital age. International Journal of Marketing, 5(2), 67–74.

Fazirah, N., et al. (2022). Brand image and consumer purchasing decisions. Journal of Marketing Management, 12(1), 33–47.

Fernanda, P. (2021). Brand image as a driver of consumer loyalty. Business and Marketing Journal, 8(2), 144–157.

Firmadona, D., et al. (2025). Product quality and purchasing behavior. Pekanbaru Economic Journal, 15(1), 88–96.

Hutagaol, J., et al. (2022). Celebrity endorsement as a marketing strategy. Indonesian Marketing Review, 10(4), 221–233.

Inggasari, S., et al. (2022). Celebrity endorser and purchasing decision of cosmetic products. Journal of Consumer Research, 7(1), 12–25.

Kementerian Perindustrian Republik Indonesia. (2025). Laporan Industri Kosmetik Nasional 2025. Jakarta: Kemenperin.

Lombok, R., et al. (2022). Brand trust and consumer loyalty. Journal of Business Research, 19(3), 87–101.

Salamah, E., et al. (2023). Product quality and consumer purchase decision. Bekasi Business Journal, 11(2), 95–106.

Salam, A., et al. (2022). Brand trust and consumer confidence in cosmetics. Journal of Marketing Insights, 13(1), 54–70.

Saniati, A. (2020). The role of product quality in consumer decision-making. Indonesian Journal of Management, 15(2), 100–113.

Siswanty, Y., et al. (2020). Brand image and its strategic importance. Management Science Journal, 8(4), 59–73.

Titania, N., et al. (2023). Celebrity endorser and consumer decisions in Scarlett Whitening. Journal of Marketing Science, 14(2), 77–91.

Wardani, A., et al. (2022). Indicators of celebrity endorsement effectiveness. Journal of Marketing Communication, 9(3), 120–135.

Watulingas, F., et al. (2022). Brand trust and purchasing behavior. Manado Business Journal, 6(1), 65–73.

Yunita, R., et al. (2022). Brand image and consumer decision-making. Semarang Economic Review, 17(1), 88–99


Refbacks

  • There are currently no refbacks.


 

 

 

 

 

 

 

Editorial Office:

Universitas PGRI Madiun

Kampus 3 Lantai 2

Fakultas Ekonomi dan Bisnis

Jl. Auri no. 14-16 Madiun