The Influence of Digital Advertising on Purchasing Decisions for Glad2Glow Skincare Products at Yogya Grand Majalengka

Abstract

The purpose of this paper is to discuss digital advertising as a marketing communication strategy in shaping purchasing decisions for Glad2Glow skincare products. The discussion intends to provide insight into the role of digital-based promotional messages in influencing consumer perceptions, trust, and purchasing behaviour in the skincare industry. The paper, hence, covers the dimensions of digital advertising, including informativeness, persuasiveness, credibility, interactivity, and content quality, as factors that may contribute to consumer purchase decisions. This study employed a quantitative approach involving 50 respondents who had purchased Glad2Glow products and obtained product information through social media. The data were analysed using simple linear regression. The findings show that digital advertising has a positive and significant role in purchasing decisions, with a coefficient of determination of 64%. Among the dimensions examined, credibility appeared as the most dominant factor in influencing consumer decisions. The writing is anticipated to be helpful for future research focusing on digital advertising, marketing communication, consumer behaviour, and purchase decisions. As efforts are made to strengthen consumer engagement and improve marketing effectiveness, credible and informative digital advertising is believed to play an important role in encouraging consumers to make purchasing decisions.