Pengaruh Content Marketing dan Brand Ambassador Terhadap Purchase Decision Skincare Glad2Glow di TikTok Shop dengan Brand Image Sebagai Variabel Intervening

This study aims to examine the influence of content marketing and brand ambassadors on the purchase decision of Glad2Glow skincare products in TikTok Shop, with brand image as an intervening variable among Generation Z in Banyumas Regency. The population in this study were Glad2Glow skincare users in Banyumas Regency. Data collection used a questionnaire via Google Form. This study employed a non-probability sampling technique with a purposive sampling method. This study had a sample size of 100 respondents, users who had purchased Glad2Glow skincare products and respondents who were at least 17 years old. The variables used in this study were content marketing (X1), brand ambassadors (X2), brand image (Z), and purchase decision (Y). This study employed descriptive and statistical data analysis techniques including instrument testing, classical assumption testing, hypothesis testing, path analysis, correlation analysis, and the Sobel test using SPSS 26 for Windows.
The results of this study indicate that all variables are valid and reliable, the model meets the assumption of normality, there is no multicollinearity, and there is no heteroscedasticity. The relationship between content marketing and brand image shows a significant effect. The relationship between brand ambassadors and brand image shows no significant effect. The relationship between content marketing and purchase decisions shows a significant effect. The relationship between brand ambassadors and purchase decisions does not have a significant effect. The relationship between brand image and purchase decisions shows a significant effect.