The Effects of Brand Image, Product Quality, Price Perception, and Advertising on Purchase Decisions for Glad2glow Products on TikTok Shop Among Gen Z in Purwokerto
Keywords:
Brand Image, Product Quality, Price Perception, Adversiting, Purchase Decisions
Abstract
The growth of the skincare industry in Indonesia, driven by the expansion of e-commerce particularly on TikTok Shop has intensified competition among brands to influance Generation Z purchase decisions. One brand that’s currently trending among Generation Z is Glad2Glow. Glad2Glow ranked third in sales on Tiktok Shop. Although Glad2Glow has managed to attract costumer’s attention, the company still faces stiff competition. Therefore, researchers have conucted studies to identify the factors influence purchase decisions. Saveral factors influence these decisions including brand image, product quality, price perception, and adversiting on purchase decisions. This study was conducted to analyze the influence of brand image, product quality, price perception, and adversiting on Generation Z purchase decisions regading Glad2Glow products on Tiktok Shop in Purwokerto. This study employed a quantitative approach using Purosive sampling involving 130 respondents. The data were collected via questionnaire and analyzed using SmartPLS 4.0. The results of this study indicated that brand image, product quality, proce perception, and adversiting have a positive and significant of determination (R²) these variables account for 76.9% of the variation in purchase decisions.
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References
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April, A., & Wulandari, A. (2024). A Pengaruh Harga, Brand Ambassador Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Skincare Scarlett Whitening Di Shopee. Prosiding Semanis: Seminar Manajemen Bisnis, 2(1), 808–813.
Aulia, S. (2025). The Influence Of Celebrity Endorsement And Product Quality On Purchase Decisions Of Ms Glow Skincare Products In Bandung : The Mediating Role Of Brand Image. 6(2), 832–837.
Aziz, G. Al, Astuti, H. J., Haryanto, T., & Bagis, F. (2025). The Effect Of Product Quality , Brand Image , E-Word Of Mouth , Free Shipping Promo , And Online Customer Rating On Purchasing Decisions For Nocturn . Co Online Products. 4(1), 385–398.
Azizah, N., Dahliani, Y. D., & Edi, B. Q. R. (2023). Jurnal Manajemen Bisnis Dan Manajemen Informatika. Jurnal Manajemen Bisnis Dan Manajemen Keuangan, 4(1), 93–107.
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Hair, J. F., Hult, G. T., Riglr, Sc. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling ( Pls-Sem ) Using R.
Kartawinarta, E. H., Santoso, M. I., Yusuf, & Maulany, S. (2025). The Effect Of Price Perception And E-Wom On Purchase Decisions On The E-Commerce Platfrom Shopee. 8(2), 6279–6293.
Koli, Yd., Koli, E. D., Kase, A. G. ., & Neonufa, G. F. (2025). Analysis Of The Influence Of Price Perception , Service Quality , And Advertising On Smartphone Purchasing Decisions At M-Cel Oesapa , Kupang City. March, 132–143.
Laila, A. A., Febriansah, R. E., & Sukomo, R. A. (2025). The Influence Of Online Customer Review, Promotions, And Product Quality On The Purchasing Decisions Of Gen Z Consumers (Study On The Originote Skincare Products). 8(2), 5535–5553.
Mariyana, & Talumantak, R. (2023). Pengaruh Persepsi Harga, Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Di Hours Coffee And More Jakarta. 10(3), 1–15.
Muhammad Raffi, A., & Chatarina Yunita, T. (2025). Pengaruh Persepsi Harga , Kualitas Pelayanan , Dan Kualitas. 4(2), 104–116. Https://Doi.Org/10.54259/Manabis.V4i2.4374
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Nisa, K., & Soebiantoro, U. (2023). Jurnal E-Bis : Ekonomi Bisnis Beauty Vlogger Review , Kualitas Produk , Dan Persepsi Harga Terhadap. 7(2), 705–716.
Nugroho, A. N., & Soliha, E. (2024). Keputusan Pembelian Konsumen Pada Produk Kecantikan : Peran Kualitas Produk , Citra Merek , Persepsi Harga Dan. 7(1).
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Ramadani, A. G., & Rachmawati, E. (2022). The Influence Of Brand Awareness, Brand Association, Brand Image, And Word Of Mouth On Samsung Smartphone Purchase Decisions.
Rambe, P. A., Safri, H., & Anggraen, E. (2025). The Effect Of Advertising, Quality Perception, And Brand Image On Consumer Purchase Decisions At Next Store Distro Rantauprapat. 9(1), 3439–3451.
Restu, P., Miftahuddin, M. A., Rahayu, T. S., & Fauziridwan, M. (2026). Jurnal Maneksi ( Management Ekonomi Dan Akuntansi ) Pengaruh Electronic Word Of Mouth Dan Reputasi. 15(01), 370–386.
Retnowati, D., Rachmawati, E., Bagis, F., & Hidayah, A. (2026). The Influence Of Lifestyle , Brand Image , Service Quality And Product Quality On Purchase Decisions Kopi Kenangan. 13(1), 122–136.
Saragih, Rb, Sigiro, Te, & Sianturi, A. (2025). Analisis Dampak Iklan Produk G2g Terhadap Konsumen Di Kalangan Gen-Z. Jurnal Inovasi Pendidikan Kreatif , 6 (3).Sari, P. B., & Oktapiani, S. (2024). Neraca Neraca. Jurnal Ekonomi ,Manajemen Dan Akutansi, 1192(5), 3025–1192.
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Setiawan, I., Mulyana, D., Prianto, A., Desi, M., & Setyaningrum, R. P. (2023). The Effect Of Brand Image And Product Quality On Consumer Purchase Decisions On “Skincare Ine” Cosmetic Products At The Cikarang Skin Center Mediated By Word Of Mouth. Jurnal Ekonomi, 12(03), 2023. Http://Ejournal.Seaninstitute.Or.Id/Index.Php/Ekonomi
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Sulistyawati, B. S., Istiqomah, F. N., Mustofa, H., Diski, K. M., Melati, N. Vi. S., & Rahadhini, M. D. (2023). Pengaruh Persepsi Harga Dan Brand Image Terhadap Keputusan Pembelian : Studi Kasus Konsumen Wardah Cosmetics Surakarta. 6(2), 770–778.
Utami, R., Utami, Restu F., Arofah, R. U., Widyaningtyasmdian, & Kharismasyah, A. (2026). Image, Pengaruh Brand Ambassador Brand Terhadap, Word Of Mouth Dan Lifestyle Pada, Keputusan Pembelian Sepatu New Balance Z, Generasi. Jurnal Manajemen Dan Bisnis Equlibrium, 12(1), 40–60.
Waruwu, M., Natijatul, S., Utami, P. R., & Yanti, E. (2025). Metode Penelitian Kuantitatif : Konsep , Jenis , Tahapan Dan Kelebihan. 10, 917–932.
Wira, A., Rani, G., Surbakti, E. Y., & Hasibuan, A. S. (2023). Keputusan Pembelian Skincare Somethinc ( Studi Kasus Kasus Mahasiswa Jurusan Administrasi Niaga Politeknik Negeri Medan ). 5(1).
Yapan, Uf (2023). Analisis Periklanan Dan Promosi Penjualan Terhadap Keputusan Pembelian Pada Pt. Alfamart Lampung. Jurnal Riset Akuntansi , 1 (3), 344-350. Yolanda, Y., Tarigan, P. S., & Pertiwi, S. (2025). Dan Harga Terhadap Keputusan Pembelian Air. Jurnal Lentera Akuntansi, 10, 178–194.
Zhang, C., & Li, M. (2025). Dampak Iklan Media Sosial Terhadap Keputusan Pembelian Konsumen. Frontiers In Business, Economics And Management , 18 (1), 5-10. Zhang, C., & Li, M. (2025). Dampak Iklan Media Sosial Terhadap Keputusan Pembelian Konsumen. Frontiers In Business, Economics And Management , 18 (1), 5-10.
Alfariza, M., & Pratomo, A. W. (2023). Pengaruh Kualitas Produk, Persepsi Harga Dan Iklan Terhadap Keputusan Pembelian Produk Komunikasi. Jurnal Informatika Kesatuan. Https://Doi.Org/10.37641/Jikes.V3i2.1794
A Amalia, F., & Yulianthini, N. N. (2022). Pengaruh Kepercayaan Dan Iklan Terhadap Keputusan Pembelian Pada Marketplace Bukalapak Di Banyuwangi. Prospek: Jurnal Manajemen Dan Bisnis, 4(2), 205-212.Anjelina Padang, Vivianti Novita, Martolop Sinambela, Safaruddin Safaruddin, & Nursiah Fitri. (2024). Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Skincare Scarlett Pada Mahasiswa Kota Medan. Jurnal Riset Manajemen Dan Ekonomi (Jrime), 2(4), 198–218. Https://Doi.Org/10.54066/Jrime-Itb.V2i4.2462
April, A., & Wulandari, A. (2024). A Pengaruh Harga, Brand Ambassador Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Skincare Scarlett Whitening Di Shopee. Prosiding Semanis: Seminar Manajemen Bisnis, 2(1), 808–813.
Aulia, S. (2025). The Influence Of Celebrity Endorsement And Product Quality On Purchase Decisions Of Ms Glow Skincare Products In Bandung : The Mediating Role Of Brand Image. 6(2), 832–837.
Aziz, G. Al, Astuti, H. J., Haryanto, T., & Bagis, F. (2025). The Effect Of Product Quality , Brand Image , E-Word Of Mouth , Free Shipping Promo , And Online Customer Rating On Purchasing Decisions For Nocturn . Co Online Products. 4(1), 385–398.
Azizah, N., Dahliani, Y. D., & Edi, B. Q. R. (2023). Jurnal Manajemen Bisnis Dan Manajemen Informatika. Jurnal Manajemen Bisnis Dan Manajemen Keuangan, 4(1), 93–107.
Azizah, S. N. (N.D.). The Influence Of Product Quality, Promotion, And Price On The Purchase Decision Of Glad2glow Products Among Students In Semarang. Indonesian Interdisciplinary Journal Of Sharia Economics (Iijse).
Azizah, S. N. (2025). The Influence Of Product Quality, Promotion, And Price On The Purchase Decision Of Glad2glow Products Among Students In Semarang. Indonesian Interdisciplinary Journal Of Sharia Economics (Iijse), 8(3), 14744–14756. Https://Doi.Org/Https://Doi.Org/10.31538/Iijse.V8i3.9174
Fadilah, A. N., Rachmawati, E., Miftahuddin, M. A., & Nazah, N. (2026). Analysis Of Factors Affecting Cosmetic Product Purchase Decisions Among Gen-Z In Purbalingga. 22, 1378–1390.
Farah, IA, Mansur, A., & Lovita, E. (2024). Pengaruh Citra Merek, Kemasan, Iklan dan Kualitas Produk terhadap Keputusan Pembelian. Penelitian Bisnis dan Manajemen , 2 (2), 77-87..
Fauziah, Y., Sumantyo, F. D., & Ali, H. (2023). Pengaruh Online Consumer Review , Kualitas Produk Dan Persepsi Harga Terhadap Keputusan Pembelian. 1(1), 48–64.
Gitama, G. N. D. P., Fariza, M., Kartika, I., & Amroni. (2022). Pengaruh Kualitas Produk, Harga, Dan Media Sosial Terhadap Keputusan Pembelian. 154–167.
Hair, J. F., Hult, G. T., Riglr, Sc. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling ( Pls-Sem ) Using R.
Kartawinarta, E. H., Santoso, M. I., Yusuf, & Maulany, S. (2025). The Effect Of Price Perception And E-Wom On Purchase Decisions On The E-Commerce Platfrom Shopee. 8(2), 6279–6293.
Koli, Yd., Koli, E. D., Kase, A. G. ., & Neonufa, G. F. (2025). Analysis Of The Influence Of Price Perception , Service Quality , And Advertising On Smartphone Purchasing Decisions At M-Cel Oesapa , Kupang City. March, 132–143.
Laila, A. A., Febriansah, R. E., & Sukomo, R. A. (2025). The Influence Of Online Customer Review, Promotions, And Product Quality On The Purchasing Decisions Of Gen Z Consumers (Study On The Originote Skincare Products). 8(2), 5535–5553.
Mariyana, & Talumantak, R. (2023). Pengaruh Persepsi Harga, Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Di Hours Coffee And More Jakarta. 10(3), 1–15.
Muhammad Raffi, A., & Chatarina Yunita, T. (2025). Pengaruh Persepsi Harga , Kualitas Pelayanan , Dan Kualitas. 4(2), 104–116. Https://Doi.Org/10.54259/Manabis.V4i2.4374
Ningtias, I. W., & Paludi, S. (2023). Pengaruh Kualitas Produk , Persepsi Harga Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Di Delima Restoran. 3, 4864–4879.
Nisa, K., & Soebiantoro, U. (2023). Jurnal E-Bis : Ekonomi Bisnis Beauty Vlogger Review , Kualitas Produk , Dan Persepsi Harga Terhadap. 7(2), 705–716.
Nugroho, A. N., & Soliha, E. (2024). Keputusan Pembelian Konsumen Pada Produk Kecantikan : Peran Kualitas Produk , Citra Merek , Persepsi Harga Dan. 7(1).
Nurvita, R. A., & Saputro, E. P. (2024). The Effect Of Product Quality , Price Promotion And Brand Image On Purchasing Decisions At Somethinc Skincare. 12(02), 459–468. Https://Doi.Org/10.37641/Jimkes.V12i2.2517
Purba, Ra, & Pudjoprastyono, H. (2025). Pengaruh Kualitas Produk Dan Persepsi Harga Terhadap Keputusan Pembelian Bedak Wardah Di Surabaya. Jurnal Interdisipliner Ekonomi Syariah Indonesia (Iijse) , 8 (3), 10686-10693. Rachmawati, E., & Suroso, A. (2019, Oktober). Mediasi Keterlibatan Produk Terhadap Keputusan Pembelian. Dalam Konferensi Internasional Ke-6 Tentang Pengembangan Masyarakat (Iccd 2019) (Hlm. 195-197). Atlantis Press.Rachmawati, E. (2024). The Role Of Influencer Marketing , Customer Feedback , Corporate Social Responsibility , And Product Quality On Brand Image And Customer Loyalty In The Beauty And Personal Care Market In Indonesia. 3(01), 128–144. Https://Doi.Org/10.58812/Esee.V3i01
Rachmawati, E., & Akbar, H. (2025). Kesadaran Merek Dan Keberlanjutan Dalam Membentuk Strategi Promosi Di Indonesia. Jurnal Manajemen Bisnis , Rachmawati, E., Tubastuvi, N., Pramono, H., & Fakhruddin, I. (2022). Research Design To Analyze Factors Influencing Purchase Decisions ( Online Business Platform Users ). Https://Doi.Org/10.4108/Eai.10-8-2022.2320794
Ramadani, A. G., & Rachmawati, E. (2022). The Influence Of Brand Awareness, Brand Association, Brand Image, And Word Of Mouth On Samsung Smartphone Purchase Decisions.
Rambe, P. A., Safri, H., & Anggraen, E. (2025). The Effect Of Advertising, Quality Perception, And Brand Image On Consumer Purchase Decisions At Next Store Distro Rantauprapat. 9(1), 3439–3451.
Restu, P., Miftahuddin, M. A., Rahayu, T. S., & Fauziridwan, M. (2026). Jurnal Maneksi ( Management Ekonomi Dan Akuntansi ) Pengaruh Electronic Word Of Mouth Dan Reputasi. 15(01), 370–386.
Retnowati, D., Rachmawati, E., Bagis, F., & Hidayah, A. (2026). The Influence Of Lifestyle , Brand Image , Service Quality And Product Quality On Purchase Decisions Kopi Kenangan. 13(1), 122–136.
Saragih, Rb, Sigiro, Te, & Sianturi, A. (2025). Analisis Dampak Iklan Produk G2g Terhadap Konsumen Di Kalangan Gen-Z. Jurnal Inovasi Pendidikan Kreatif , 6 (3).Sari, P. B., & Oktapiani, S. (2024). Neraca Neraca. Jurnal Ekonomi ,Manajemen Dan Akutansi, 1192(5), 3025–1192.
Sari, Wt, & Mukhlis, I. (2022). Analisis Faktor Yang Mempengaruhi Keputusan Pembelian Konsumen Pada E-Commerce Tokopedia. Jurnal Ekonomi, Bisnis Dan Pendidikan (Jebp) , 2 (1), 26-39.Seftian, R. M., & Jaya, R. C. (2024). Pengaruh Diskon, Harga Dan Iklan Terhadap Keputusan Pembelian Produk Eyevit. Jemsi (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(6), 3321–3330. Https://Doi.Org/10.35870/Jemsi.V10i6.3341
Setiawan, I., Mulyana, D., Prianto, A., Desi, M., & Setyaningrum, R. P. (2023). The Effect Of Brand Image And Product Quality On Consumer Purchase Decisions On “Skincare Ine” Cosmetic Products At The Cikarang Skin Center Mediated By Word Of Mouth. Jurnal Ekonomi, 12(03), 2023. Http://Ejournal.Seaninstitute.Or.Id/Index.Php/Ekonomi
Siregar, Ms (2025). Peran Moderasi Interaksi Parasosial Pada Pengaruh Citra Merek Terhadap Keputusan Pembelian Skincare Pada Wanita (Disertasi Doktor, Universitas Sumatera Utara).Sulistiono, Maghfirah, A. Al, & Astrini, D. (2024). The Influence Of Service Quality , Product Quality , And Brantd Image On Purchasing Decisions. 12(3), 599–608. Https://Doi.Org/10.37641/Jimkes.V12i3.2539
Sulistyawati, B. S., Istiqomah, F. N., Mustofa, H., Diski, K. M., Melati, N. Vi. S., & Rahadhini, M. D. (2023). Pengaruh Persepsi Harga Dan Brand Image Terhadap Keputusan Pembelian : Studi Kasus Konsumen Wardah Cosmetics Surakarta. 6(2), 770–778.
Utami, R., Utami, Restu F., Arofah, R. U., Widyaningtyasmdian, & Kharismasyah, A. (2026). Image, Pengaruh Brand Ambassador Brand Terhadap, Word Of Mouth Dan Lifestyle Pada, Keputusan Pembelian Sepatu New Balance Z, Generasi. Jurnal Manajemen Dan Bisnis Equlibrium, 12(1), 40–60.
Waruwu, M., Natijatul, S., Utami, P. R., & Yanti, E. (2025). Metode Penelitian Kuantitatif : Konsep , Jenis , Tahapan Dan Kelebihan. 10, 917–932.
Wira, A., Rani, G., Surbakti, E. Y., & Hasibuan, A. S. (2023). Keputusan Pembelian Skincare Somethinc ( Studi Kasus Kasus Mahasiswa Jurusan Administrasi Niaga Politeknik Negeri Medan ). 5(1).
Yapan, Uf (2023). Analisis Periklanan Dan Promosi Penjualan Terhadap Keputusan Pembelian Pada Pt. Alfamart Lampung. Jurnal Riset Akuntansi , 1 (3), 344-350. Yolanda, Y., Tarigan, P. S., & Pertiwi, S. (2025). Dan Harga Terhadap Keputusan Pembelian Air. Jurnal Lentera Akuntansi, 10, 178–194.
Zhang, C., & Li, M. (2025). Dampak Iklan Media Sosial Terhadap Keputusan Pembelian Konsumen. Frontiers In Business, Economics And Management , 18 (1), 5-10. Zhang, C., & Li, M. (2025). Dampak Iklan Media Sosial Terhadap Keputusan Pembelian Konsumen. Frontiers In Business, Economics And Management , 18 (1), 5-10.
Published
2026-10-12
How to Cite
Saputri, N. I., Rachmawati, E., Miftahuddin, M. A., & Nazah, N. (2026). The Effects of Brand Image, Product Quality, Price Perception, and Advertising on Purchase Decisions for Glad2glow Products on TikTok Shop Among Gen Z in Purwokerto. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 9(2), 14330-14346. https://doi.org/10.31538/iijse.v9i2.11121
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Copyright (c) 2026 Nurhani Ika Saputri, Erny Rachmawati, Muchammad Agung Miftahuddin, Nawalin Nazah
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