The Influence of Celebrity Endorser Credibility and Brand Image on Purchase Decisions of Glad2Glow Skincare in Bandar Lampung

Mila Fadila ; Aida Sari ; Driya Wiryawan
International Journal of Management Science and Bu... 📅 2025 Vol 2, No 2 🔗 DOI: 10.70062/harmonymanagement.v2i2.224
Abstract
This research aims to examine the impact of celebrity endorser credibility and brand image on consumers' purchasing decisions regarding Glad2Glow skincare products in Bandar Lampung. The intense competition in the beauty industry pushes companies to adopt innovative marketing strategies, such as leveraging trustworthy celebrity endorsers and building a strong brand image. A quantitative approach was used in this study, with data gathered from 160 Glad2Glow skincare users in Bandar Lampung through questionnaires. The data were analyzed using multiple linear regression. The findings reveal that the credibility of celebrity endorsers has a positive and significant influence on purchasing decisions. Similarly, brand image also exerts a positive and significant impact. Together, these factors play a key role in improving consumers' buying decisions. The results underscore the importance of credible endorsements and a solid brand image in gaining consumer trust and driving the purchase of local skincare products in a highly competitive market.
Keywords
Brand Image; Celebrity Endorser Credibility; Glad2Glow; Purchase Decision; Skincare
How to Cite

Mila Fadila, et al. (2025). The Influence of Celebrity Endorser Credibility and Brand Image on Purchase Decisions of Glad2Glow Skincare in Bandar Lampung. International Journal of Management Science and Business, 2(2). https://doi.org/10.70062/harmonymanagement.v2i2.224

Mila Fadila; Aida Sari; Driya Wiryawan, "The Influence of Celebrity Endorser Credibility and Brand Image on Purchase Decisions of Glad2Glow Skincare in Bandar Lampung," International Journal of Management Science and Business, vol. 2, no. 2, 2025.

Mila Fadila; Aida Sari; Driya Wiryawan. "The Influence of Celebrity Endorser Credibility and Brand Image on Purchase Decisions of Glad2Glow Skincare in Bandar Lampung." International Journal of Management Science and Business, vol. 2, no. 2, 2025.

Mila Fadila; Aida Sari; Driya Wiryawan. "The Influence of Celebrity Endorser Credibility and Brand Image on Purchase Decisions of Glad2Glow Skincare in Bandar Lampung." International Journal of Management Science and Business 2, no. 2 (2025).

Mila Fadila, et al. (2025) 'The Influence of Celebrity Endorser Credibility and Brand Image on Purchase Decisions of Glad2Glow Skincare in Bandar Lampung', International Journal of Management Science and Business, 2(2). doi: 10.70062/harmonymanagement.v2i2.224.

Mila Fadila; Aida Sari; Driya Wiryawan. The Influence of Celebrity Endorser Credibility and Brand Image on Purchase Decisions of Glad2Glow Skincare in Bandar Lampung. International Journal of Management Science and Business. 2025;2(2).

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