An Analysis Of Influencer Marketing And Social Media On Glad2Glow Brand Purchasing Decisions Among UNPAB Female Students
Abstract
This study aims to analyze the influence of Influencer Marketing and Social media marketing on the purchasing decisions of Glad2Glow beauty products among female students of the Management Study Program at UNPAB, class of 2022. This research uses a quantitative approach with a non-probability sampling technique through purposive sampling. The data was obtained from 73 respondents who filled out the questionnaire online. The analysis method used is Structural Equation Modeling–Partial Least Square(SEM-PLS) with the assistance of SmartPLS 4 software. The results of the study show that Influencer Marketing has a positive and significant effect on purchasing decisions, but its influence is in the moderate category. Meanwhile, Social media marketing has the strongest and significant influence on purchasing decisions, indicating that digital marketing activities through social media content play a more dominant role in shaping the buying behavior of young consumers. This study has limitations in terms of sample size and the scope of objects, as it focuses only on one study program and one cohort, so the results cannot yet be generalized widely. The contribution of this research lies in its effort to provide a deeper understanding of the effectiveness of digital marketing strategies, particularly for beauty industry players targeting the younger generation. The findings of this study can serve as a reference for companies, digital marketers, and future researchers in developing more targeted social media and influencer-based marketing strategies.
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