How Influencer Endorsements and TikTok Advertising Shape Purchase Intentions for Glad 2 Glow Skincare Products

Irene Vanessa Ramadhani ; Satria Bangsawan
International Journal of Management Science and En... 📅 2025 Vol 2, No 1 🔗 DOI: 10.70062/globalmanagement.v2i1.64
Abstract
This study seeks to evaluate the impact of influencer endorsements and social media advertisements on consumer purchase intentions for Glad 2 Glow skincare products on TikTok. A quantitative approach was employed, using a survey method with 128 Indonesian respondents who had been exposed to influencer endorsements and social media advertisements for Glad 2 Glow on TikTok. Data were gathered through questionnaires and analyzed using a t-test to assess the direct effects of the variables on purchase intention. The criterion for acceptance was set at t-value > t-table. The results indicated that both influencer endorsements (X1) and social media advertisements (X2) significantly affect purchase intentions (Y). Influencer endorsements recorded a t-value of 3.289 with a regression coefficient of 0.266, while social media advertisements showed a t-value of 2.471 with a regression coefficient of 0.195, both surpassing the t-table value of 1.979. Consequently, hypotheses H1 and H2 were supported.
 
Keywords
Influencer Endorsement; Social Media Advertising; Consumer Purchase Intention; Skincare; TikTok
How to Cite

Irene Vanessa Ramadhani & Satria Bangsawan (2025). How Influencer Endorsements and TikTok Advertising Shape Purchase Intentions for Glad 2 Glow Skincare Products. International Journal of Management Science and Entrepreneurship, 2(1). https://doi.org/10.70062/globalmanagement.v2i1.64

Irene Vanessa Ramadhani; Satria Bangsawan, "How Influencer Endorsements and TikTok Advertising Shape Purchase Intentions for Glad 2 Glow Skincare Products," International Journal of Management Science and Entrepreneurship, vol. 2, no. 1, 2025.

Irene Vanessa Ramadhani; Satria Bangsawan. "How Influencer Endorsements and TikTok Advertising Shape Purchase Intentions for Glad 2 Glow Skincare Products." International Journal of Management Science and Entrepreneurship, vol. 2, no. 1, 2025.

Irene Vanessa Ramadhani; Satria Bangsawan. "How Influencer Endorsements and TikTok Advertising Shape Purchase Intentions for Glad 2 Glow Skincare Products." International Journal of Management Science and Entrepreneurship 2, no. 1 (2025).

Irene Vanessa Ramadhani & Satria Bangsawan (2025) 'How Influencer Endorsements and TikTok Advertising Shape Purchase Intentions for Glad 2 Glow Skincare Products', International Journal of Management Science and Entrepreneurship, 2(1). doi: 10.70062/globalmanagement.v2i1.64.

Irene Vanessa Ramadhani; Satria Bangsawan. How Influencer Endorsements and TikTok Advertising Shape Purchase Intentions for Glad 2 Glow Skincare Products. International Journal of Management Science and Entrepreneurship. 2025;2(1).

Artikel Terkait

Nursing Competency: Mediating Burnout, Coaching, and Documentation Completeness in Bekasi General Hospital

Slamet Yuliono; Nofierni Nofierni; Sandra Dewi

Challenges and Strategies for the Internationalization of Indonesian SMEs in the Global Value Chain in the Digital Age

Agus Fitriadi; Sudarmiatin Sudarmiatin; Heri Pratikto

The Role of Facebook Pro in Marketing Efforts: The Influence of Copywriting, Visual Marketing Promotion, and Community Management on Campaign Success Local Brand in Bandar Lampung

Wulandari Wulandari; Lestari Wuryanti; Ayu Nursari

The Influence of HR Analytics, Development Competence and Leadership Support on Employee Performance with Organizational Agility as a Moderating Variable : (A Study on Employees of the Department of Industry and an Trade in Lampung Province)

Danti Indriana; Rahyono Rahyono; Reza Hardian Pratama

The Impact of Product Innovation and Digital Capabilities on the International Competitiveness of Indonesian Culinary SMEs

Rikardus Kurnia Lango; Sudarmiatin Sudarmiatin; Heri Pratikto

Analysis of Medical Personnel Compliance Factors in Prescribing Based on the National Formulary

Siska Karma Gianti; Agusdini Banun Saptaningsih; Johanes Johanes
Tren Sitasi Jurnal