Pengaruh Electronic Word Of Mouth, Brand Credibility, Dan Celebrity Endorsement Di Tiktok Terhadap Keputusan Pembelian Produk Glad2glow (Studi Kasus Generasi Z Pada Kecamatan Medan Sunggal)
DOI:
https://doi.org/10.31004/joecy.v6i1.7606Keywords:
Electronic word of mouth, Brand Credibility, Celebrity Endorsement, on Purchase DecisionAbstract
This research was conducted with the purpose and objective of determining the influence of electronic word of mouth, brand credibility, and celebrity endorsement on the Purchase Decision of Glad2glow Products (Case Study of Generation Z in Medan Sunggal District). The type of research used in this study is associative research with a quantitative approach. The sampling technique used in this study is non-probability sampling. The sample in this study is Generation Z in Medan Sunggal District. The sample size used is 100 respondents. The data obtained were primary data in the form of questionnaires distributed thru Google Forms and analyzed using the multiple linear regression analysis method with the SPSS 27 program. Based on the hypothesis testing that 1) Electronic word of mouth (X1) has a positive and significant effect with a t-statistic value of 2.570 > t-table 1.984, and a p-value in the sig column of 0.012 < 0.05, which means it has a significant effect. 2) Brand credibility (X2) has a positive and significant effect with a calculated t-value of 2.992 > t-table 1.984, and the p-value in the sig column is 0.004 < 0.05, which means it has a significant effect. 3) Celebrity endorsement (X3) has a positive and significant effect with a t-statistic value of 3.817 > t-table 1.984, and the p-value in the sig column is 0.001 < 0.05, which means it has a significant effect. 4) The purchase decision based on the F-test results shows that the calculated F-value is 56.702 > the F-table value of 3.090 and the significance level is 0.001 < 0.05, which means that electronic word-of-mouth, brand credibility, and celebrity endorsement simultaneously have a positive and significant effect on the purchase decision of Glad2Glow products, a case study of Generation Z in Medan Sunggal District.
References
Ad-Durunnafis, A. Q., & Firdaus, T. R. (2023). Analisis Pengaruh Brand Image Dan Celebrity Endorsment Terhadap Keputusan Pembelian Kendaraan Sepeda Motor Merek Honda Pada Cv. Cempaka Motor Kiliraan Jao Kabupaten Sijunjung. Matua Jurnal, 5(1), 1–14.
Agatha, M. (2019). Analisis pengaruh harga terhadap keputusan pembelian Batik Barong Gung Tulungagung. Jupeko (Jurnal Pendidikan Ekonomi), 3(2).
Agustine, M., & Prasetyawati, Y. R. (2020). Pengaruh kualitas informasi Instagram dan electronic word of mouth terhadap citra dapurfit. PRofesi Humas, 5(1), 82–97.
Ajid, S., Sulfi, ;, Haji, A., Ibnu, ;, Yusuf, S. H., Fakultas, M., Dan, E., Universitas, B., Ternate, K., & Fakultas, D. (2023). Pengaruh Citra Destinasi dan Electronic word of mouth ( E-Wom) Terhadap Keputusan Berkunjung Di Wisata Pulau Maitara Desa Maitara Utara. Jurnal Pemasaran Kompetitif, 07(1). https://doi.org/10.32493/jpkpk.v6i2.30227
Aninditya, S., Setiadarma, A., & Irawatie, A. (2023). Pengaruh Electronic word of mouth Di Media Sosial Tiktok Terhadap Keputusan Pembelian Produk Skincare Somethinc. Ikon --Jurnal Ilmiah Ilmu Komunikasi, 29(2), 154–162. https://doi.org/10.37817/ikon.v29i2.3471
Aprila, B. N., Ginting, Y. M., & Ayuda, F. (2024). Pengaruh Celebrity Endorse Terhadap Keputusan Pembelian Produk: Literature Review. Jurnal Daya Saing, 10(2), 199–205.
BPOM RI. (2024). Daftar produk kosmetik terdaftar dengan merek Glad2Glow. https://cekbpom.pom.go.id
Darmawan, D., & Sumar, S. (2024). Etnosentrisme Konsumen, Sensitivitas Budaya, Kredibilitas Merek terhadap Niat Pembelian Merek Wardah Kosmetik Dalam Negeri. Jurnal Administrasi Dan Manajemen, 14(1), 112–126.
Desi Jaelani, Dessy Herdiana, & Abdul Yusuf. (2024). Pengaruh Pemasaran Celebrity Endorsment pada Media Sosial Instagram Terhadap Minat Beli pada Produk Pakaian Kaum Wanita Generasi Z Dikota Karawang. Economic Reviews Journal, 3(3). https://doi.org/10.56709/mrj.v3i3.287
Fadhilah, & Saputra Galih Ginanjar. (2021). Pengaruh content marketing dan e-wom pada media sosial tiktok terhadap keputusan pembelian generasi z. INOVASI: Jurnal Ekonomi, Keuangan Dan Manajemen.
Fikadiyanti, D., & Sudrajat, R. H. (2020). The Influence Of Brand Ambassador Credibility Iqbaal Ramadhan And Brand credibility On Ruangguru Purchase Intention On Student In West Java. E-Proceeding of Management, 7(2). https://kominfo.go.id/content/detail/15115/cakupan-4g-indonesia-terbaik-
Fuadi, D. K., & Padmantyo, S. (2024). Pengaruh Brand credibility, Influencer Credibility Dan Brand Experience Terhadap Keputusan Membeli Dengan Mediasi Brand Attitude. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 976–993.
Ghozali, I. (2021). Aplikasi Anal Isis Multivariate Dengan Program Ibm Spss 26 Ibm" Spss. Statistics.
Hardianawati. (2022). Marketing Strategy Through Celebrity Endorsements and Influencer Marketing. Jurnal Multidisiplin Madani (MUDIMA), 2(2), 865–876. https://journal.yp3a.org/index.php/mudima/index
Ismagilova, E., Slade, E. L., Rana, N. P., & Dwivedi, Y. K. (2020). The Effect of Electronic word of mouth Communications on Intention to Buy: A Meta-Analysis. Information Systems Frontiers, 22(5), 1203–1226. https://doi.org/10.1007/s10796-019-09924-y
Kamila Putri, A., & Aghniarahma Junia, A. (2023). Pengaruh Live Streaming Dan Electronic word of mouth (Ewom) Terhadap Keputusan Pembelian (Studi Kasus Produk Skintific Melalui Tiktokshop). Annisa Aghniarahma Junia INNOVATIVE: Journal Of Social Science Research, 3(4), 8238–8248.
keller, kevin lane, & Swaminathan, V. (2020). Strategi Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education.
Keni, K., & Callista, C. (2021). Peranan Brand Image Dan Brand credibility Dalam Meningkatkan Loyalty Intention Melalui Brand Commitment. Mix: Jurnal Ilmiah Manajemen, 11(1), 94. https://doi.org/10.22441/mix.2021.v11i1.007
Kotler, P., Armstrong, G., & Opresnik, M. O. (2018). Principles of Marketing. In Pearsong Education Limited. https://doi.org/10.1093/oseo/instance.00295839
Kumparan. (2024). Produk-produk Glad2Glow dan penjelasan kandungannya. https://kumparan.com/info-produk/glad2glow-produk-mana-inilah-penjelasannya-245z34VLQYZ
Latoki, L., Al Idrus, A., Yasin, M., Azis, A., Sujarwadi, S., & Afandi, D. (2024). Pengaruh Celebrity Endorsement Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Produk Skintific Di Toko Palu Makeup. Jurnal Ekonomi Trend, 12(1), 11–22.
Layyina, A. R., Sudarso, S., & Oetarjo, M. (2025). Pengaruh Celebrity Endorsement, Marketing Content dan Electronic word of mouth Terhadap Keputusan Pembelian Produk Fashion di TikTok pada Mahasiswa Universitas Muhammadiyah Sidoarjo. Paradoks: Jurnal Ilmu Ekonomi, 8(2), 1322–1336.
Layyina, A. R., Sudarso, S., Oetarjo, M., & Id, S. A. (2025). Pengaruh Celebrity Endorsement, Marketing Content dan Electronic word of mouth Terhadap Keputusan Pembelian Produk Fashion di TikTok pada Mahasiswa Universitas Muhammadiyah Sidoarjo. PARADOKS Jurnal Ilmu Ekonomi, 8(2). https://www.businessofapps.com/data/tik-tok-
Monika, M., & Kurniawati, K. (2023). Monika, & Kurniawati. (2023). Pengaruh Brand credibility Dan Brand Experience Terhadap Brand Loyalty Yang Dimediasi Oleh Attitude Towards Brand. Economic, Accounting, Management and Business, 6(1), p-ISSN.Pengaruh Brand credibility Dan Brand Experience Te. Scientific Journal Of Reflection: Economic, Accounting, Management and Business, 6(1), p-ISSN.
Mumek, E., Kambey, J., & Pandowo, A. (2023). Pengaruh Kredibilitas Merek (Brand credibility) Dan Cinta Merek (Brand Love) Terhadap Keputusan Pembelian Iphone Di Kota Tomohon. Jurnal Manajemen Dan Bisnis Terapan, 8.
Nadhira, A., & Risal, D. . (2024). PERILAKU KONSUMEN. Literasi Nusantara Abadi.
Naufan, F. D. (2024). Efektivitas E-Wom Pada Media Tiktok Dalam Meningkatkan Minat Beli Dan Keputusan Pembelian. Journal of Syntax Literate, 9(2).
Nurjannah, A., Kumalasari, F., & Ismanto, I. (2023). Pengaruh celebrity endorsement dan promosi terhadap keputusan pembelian produk melalui social media tiktok shop. Transformasi: Journal of Economics and Business Management, 2(4), 79–95.
Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective. Journal of Marketing Theory and Practice, 27(1), 103–121. https://doi.org/10.1080/10696679.2018.1534070
Prameswari, L. A. C., Djaelani, A. K., & Millaningtyas, R. (2025). Pengaruh E-WOM, Live Streaming Dan Viral Marketing Terhadap Keputusan Pembelian Produk Somethinc Di TikTok. E-JRM: Elektronik Jurnal Riset Manajemen, 14(01), 1355–1365.
Pratiwi, A. A. (2023). Pengaruh Label Halal Dan Celebrity Endorsment, Citra Merek Terhadap Keputusan Pembelian Produk Kosmetik Wardah. Entrepreneur: Jurnal Bisnis Manajemen Dan Kewirausahaan, 4(03), 38–49.
Pratiwi, S. D., & Suasana. (2019). Peran Kredibilitas Merek Memediasi Pengaruh Kredibilitas Endorser Terhadap Ekuitas Merek. E-Jurnal Manajemen, 8(1), 7312–7339.
Prayoga, I., & Mulyandi, M. R. (2020). Pengaruh Electronic word of mouth Terhadap Keputusan Pembelian Konsumen Pada Fore Coffee. Jurnal Syntax Transformation, 1(5), 136–140.
Prihadini, D., Krishantoro, K., & Nanda, I. F. (2023). Pengaruh Electronic word of mouth dan Brand Image terhadap Keputusan Pembelian Sunscreen Azarine (Survei pada pengguna aplikasi TikTok). Abiwara: Jurnal Vokasi Administrasi Bisnis, 4(2), 84–94.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Ramayana Sinaga, Siti Alhamra Salqaura, Hesti Sabrina
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
