Pengaruh Konten Marketing, Kepercayaan dan Brand Image Terhadap Keputusan Pembelian Skincare Glad2Glow pada Gen Z di Tiktikshop
DOI:
https://doi.org/10.70021/dbp.v5i1.330Keywords:
Content marketing, trust, brand image, purchasing decision, Gen ZAbstract
This study aims to analyze the influence of marketing content, trust, and brand image on the purchasing decisions of Glad2Glow skincare among Generation Z on TikTok Shop through a qualitative approach. The research method used is descriptive qualitative with data collection techniques through in-depth interviews, observation, and documentation of Generation Z informants who actively use TikTok and have been exposed to or purchased the skincare product. The results show that interesting, informative, and authentic marketing content plays a role in shaping consumers' initial interest. Consumer trust is formed through information transparency, honest reviews, and seller credibility, which function to reduce the perception of risk in online purchases. Meanwhile, a positive brand image provides a sense of security, strengthens confidence, and builds emotional closeness with consumers. These three variables are interrelated and shape the gradual purchasing decision process in Generation Z.
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