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September 17, 2025Jurnal Ekonomi Kreatif dan Manajemen Bisnis DigitalOpen Access

Analysis of the Influence of Social Media Marketing on Glad2Glow Skincare Purchase Decisions through Celebrity Endorsers

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Authors

MNMuhammad Saddam NavaroBPBayu Hari PrasojoAPAlshaf Pebrianggara

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Overview

Quantitative analysis reveals social media marketing and celebrity endorsers enhance purchase decisions in Indonesian skincare consumers.

Key Points

  • Social media marketing positively influences purchase decisions for Glad2Glow skincare products, enhancing consumer engagement.
  • Celebrity endorsers also significantly impact purchase decisions, suggesting strong effects of influencer marketing in skincare.
  • Data analyzed using PLS-SEM indicates robust relationships between marketing strategies and consumer behavior in Indonesia.
  • Findings highlight effective marketing strategies, calling for brands to integrate social media and celebrity influence for growth.

Cite This Study

Navaro et al. (2025) studied this question.

synapsesocial.com/papers/68d4604031b076d99fa5f2a9https://doi.org/10.55047/jekombital.v4i1.1027
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