THE INFLUENCER OF BEAUTY VLOGGER, BRAND IMAGE, AND BRAND TRUST ON PURCHASE DECISIONS FOR GLAD2GLOW FACIAL WASH ON TIKTOK SHOP (A STUDY OF ISLAMIC UNIVERSITY OF LAMONGAN STUDENTS

Erika Putri Nuraini; Nurul Badriyah; Luluk Nur Azizah; Moh. Heru Budi Santoso

THE INFLUENCER OF BEAUTY VLOGGER, BRAND IMAGE, AND BRAND TRUST ON PURCHASE DECISIONS FOR GLAD2GLOW FACIAL WASH ON TIKTOK SHOP (A STUDY OF ISLAMIC UNIVERSITY OF LAMONGAN STUDENTS

Authors

Erika Putri Nuraini Universitas Islam Lamongan
Nurul Badriyah Universitas Islam Lamongan
Luluk Nur Azizah Universitas Islam Lamongan
Moh. Heru Budi Santoso Universitas Islam Lamongan

Keywords:

Beauty Vlogger, Brand Image, Brand Trust, Purchase Decision

Abstract

This study aims to analyze the influence of beauty vloggers, brand image, and brand trust on the purchasing decisions for Glad2Glow facial wash products on TikTok Shop among students at the Islamic University of Lamongan. A quantitative method was employed, involving the distribution of questionnaires to 98 respondents from the university using the Slovin formula and purposive sampling techniques. Data analysis utilized a multiple linear regression model via SPSS 26 software. The analytical procedures included validity tests, reliability tests, classical assumption tests (normality and multicollinearity), t-tests, F-tests, and the coefficient of determination (R²) test. The results indicate that all three variables have a positive and significant influence on purchasing decisions.

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Published

2026-10-20

How to Cite

Putri Nuraini, E., Badriyah, N., Nur Azizah, L., & Budi Santoso, M. H. (2026). THE INFLUENCER OF BEAUTY VLOGGER, BRAND IMAGE, AND BRAND TRUST ON PURCHASE DECISIONS FOR GLAD2GLOW FACIAL WASH ON TIKTOK SHOP (A STUDY OF ISLAMIC UNIVERSITY OF LAMONGAN STUDENTS. JEKMA (Jurnal Ekonomi Mahasiswa), 4(2), 576–585. Retrieved from https://jurnalekonomi.unisla.ac.id/index.php/JEKMA/article/view/2931