The Influence of Brand Ambassador Syifa Hadju and Content Marketing on Purchase Intention Towards Glad2glow Products

Ali Akbar Husein ; Dwi Asri Siti Ambarwati
International Journal of Management Science and Bu... 📅 2025 Vol 2, No 2 🔗 DOI: 10.70062/harmonymanagement.v2i2.239
Abstract
This study examines how branding ambassador Syifa Hadju and content marketing affect Glad2glow skin care purchases. The research will focus on @glad2glow Instagram followers. This research was inspired by severe local perawatan kulit competition and consumer apathy about buying. Glad2glow hired Syifa Hadju as its brand ambassador and implemented a social media content marketing campaign to address this challenge. Using a Likert-scale questionnaire, quantitative data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) and SmartPLS software. According to the research, Syifa Hadju significantly improves the possibility of customers completing a purchase, while engaging and consistent content marketing enhances audience engagement. Both components boost customer purchase intent, but the brand ambassador has a greater impact. These findings help create effective digital marketing strategies in the competitive perawatan kulit business.
Keywords
Brand Ambassador; Content Marketing; Purchase Interest; Influencer Marketing
How to Cite

Ali Akbar Husein & Dwi Asri Siti Ambarwati (2025). The Influence of Brand Ambassador Syifa Hadju and Content Marketing on Purchase Intention Towards Glad2glow Products. International Journal of Management Science and Business, 2(2). https://doi.org/10.70062/harmonymanagement.v2i2.239

Ali Akbar Husein; Dwi Asri Siti Ambarwati, "The Influence of Brand Ambassador Syifa Hadju and Content Marketing on Purchase Intention Towards Glad2glow Products," International Journal of Management Science and Business, vol. 2, no. 2, 2025.

Ali Akbar Husein; Dwi Asri Siti Ambarwati. "The Influence of Brand Ambassador Syifa Hadju and Content Marketing on Purchase Intention Towards Glad2glow Products." International Journal of Management Science and Business, vol. 2, no. 2, 2025.

Ali Akbar Husein; Dwi Asri Siti Ambarwati. "The Influence of Brand Ambassador Syifa Hadju and Content Marketing on Purchase Intention Towards Glad2glow Products." International Journal of Management Science and Business 2, no. 2 (2025).

Ali Akbar Husein & Dwi Asri Siti Ambarwati (2025) 'The Influence of Brand Ambassador Syifa Hadju and Content Marketing on Purchase Intention Towards Glad2glow Products', International Journal of Management Science and Business, 2(2). doi: 10.70062/harmonymanagement.v2i2.239.

Ali Akbar Husein; Dwi Asri Siti Ambarwati. The Influence of Brand Ambassador Syifa Hadju and Content Marketing on Purchase Intention Towards Glad2glow Products. International Journal of Management Science and Business. 2025;2(2).

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