Pengaruh Brand Ambassador Dan Kualitas Produk Terhadap Keputusan Pembelian Ulang Produk Skincare Glad2Glow Pada Platform TikTok Shop

Yudistio, Vito (2026) Pengaruh Brand Ambassador Dan Kualitas Produk Terhadap Keputusan Pembelian Ulang Produk Skincare Glad2Glow Pada Platform TikTok Shop. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to empirically test and analyze whether brand ambassadors and product quality influence the decision to repurchase Glad2Glow skincare products on the TikTok Shop platform. This study uses a quantitative approach with non- probability sampling techniques through purposive sampling. The sample was selected based on several predetermined criteria, with a total of 140 respondents. Data analysis was performed using SPSS to test the variables of brand ambassadors and product quality on the repurchase decision of Glad2Glow skincare products on the TikTok Shop platform. Hypothesis testing was conducted using multiple regression analysis. The results of this study indicate that, partially, brand ambassadors and product quality have a positive and significant effect on the decision to repurchase Glad2Glow skincare products on the TikTok Shop platform. Meanwhile, the simultaneous results indicate that brand ambassadors and product quality have a positive and significant effect on the decision to repurchase Glad2Glow skincare products on the TikTok Shop platform.

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