Pengaruh Digital Marketing dan Brand Image Terhadap Keputusan Pembelian Skincare Glad2Glow Pada E-commerce Shopee di Jakarta Timur

he Influence of Digital Marketing and Brand Image on Glad2Glow Skincare Purchase Decisions on E-commerce Shopee in East Jakarta

Abstract

The rapid development of the beauty industry triggers intense competition, demanding optimization of digital marketing strategies and brand image to influence consumer purchase decisions. However, gaps in prior research exist alongside the FOMO phenomenon and negative online reviews. This study aims to analyze the partial and simultaneous effects of digital marketing and brand image on purchase decisions for Glad2Glow skincare products among Shopee users in East Jakarta. A quantitative survey approach was applied to an infinite population aged 17–35. A sample of 96 respondents was selected using purposive sampling (Cochran formula). Primary data from Google Forms were analyzed via multiple linear regression using IBM SPSS Statistics 23. Partially, digital marketing has a significant positive effect with an 17,37% contribution (t_count 2.553 > t_table 1.986 and Sig. 0.012 < 0.05). Brand image also has a dominant significant positive effect with a 49,18% contribution (t_count 6.468 > t_table 1.986 and Sig. 0.000 < 0.05). Simultaneously, both variables have a significant effect (F_count 92.628 > F_table 3.09 and Sig. 0.000 < 0.05) with a contribution (R Square) of 66,6%.