Influence of Influencer Marketing and Electronic Word of Mouth on Purchase Decisions of Glad2Glow Products Among Generation Z on the TikTok Platform in Jakarta with Brand Image as an Intervening Variable.

Abstract

This study aims to analyze the influence of Influencer Marketing and Electronic Word of Mouth (E-WOM) on the Purchase Decision of Glad2Glow skincare products among Generation Z in Jakarta, with Brand Image serving as an intervening variable. This research employed a quantitative approach involving Generation Z TikTok users in Jakarta who were familiar with or had used Glad2Glow products. Data were collected through questionnaires distributed to 171 respondents selected using purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results indicate that Influencer Marketing and E-WOM have a positive and significant effect on Brand Image. E-WOM and Brand Image also have a positive and significant effect on Purchase Decision, while Influencer Marketing does not have a significant effect on Purchase Decision. Furthermore, Brand Image mediates the influence of Influencer Marketing and E-WOM on Purchase Decision for Glad2Glow skincare products.