| dc.description.abstract | The beauty industry in Indonesia has experienced significant
growth, especially after entering the endemic phase. In 2022, the largest
market segment in this industry was personal care, with a market value of
USD 3.18 billion, followed by skincare at USD 2.05 billion, cosmetics at
USD 1.61 billion, and fragrances at USD 39 million. This indicates a
growing public interest in beauty products.
This study aims to analyze the influence of User Generated Content
and Brand Love on consumer purchasing decisions for Ms Glow products
in Medan City. This research seeks to provide a deeper understanding of
how these two factors impact consumer decisions. The influence of both
variables is analyzed both partially and simultaneously on purchasing
decisions.
This study employs a quantitative research method with an
associative approach, applying classical assumption tests, including
normality test, multicollinearity test, heteroscedasticity test, and multiple
linear regression analysis.
The findings reveal that User Generated Content and Brand Love
significantly influence purchasing decisions. The correlation coefficient
(R) value of 0.777 indicates a strong relationship between the variables,
while the Adjusted R Square value of 0.596 suggests that 59.6% of the
variation in purchasing decisions is explained by these two variables. Most
respondents have a positive perception of Ms Glow, particularly in terms
of customer engagement in promoting the product and their emotional
connection with the brand. | en_US |
