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Abstract
This study aims to analyze the influence of brand image, price, and product quality on customer loyalty to Glad2Glow products, Products (A Study of Glad2Glow Instagram Followers). The research applies a quantitative approach using a survey method, involving 100 respondents who are Glad2Glow Instagram followers and have purchased the products at least twice. Data were collected through questionnaires measured on a Likert scale and analyzed using multiple linear regression with SPSS 31.0. The findings show that brand image and price have a positive and significant effect on customer loyalty, while product quality does not have a significant impact. Simultaneously, the three variables are proven to influence customer loyalty, as indicated by the results of the F-test. These results highlight the importance of strengthening brand image and implementing appropriate pricing strategies to enhance loyalty in a highly competitive skincare industry. On the other hand, the insignificant role of product quality indicates that consumers’ loyalty toward Glad2Glow is more strongly driven by perceptions of brand reputation and affordability rather than product performance. The study suggests that future research expand the scope of variables such as promotion, trust, or satisfaction to provide a more comprehensive view of customer loyalty factors.
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References
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References
Compas.co.id. (2024). Double Date 8.8 2024 Mengalami Penurunan! Compas.co.id. https://www.instagram.com/p/C_LC5JMyc7G/
Dewi, A. N., & Setiawan, D. (2024). Analisis Strategi Bauran Pemasaran Pada Bisnis Kuliner (Studi Kasus CV. Gehu Extra Pedas Chuli Hot). Journal of Islamic Management and Business, 1(1), 5–23. https://journal.sebi.ac.id/index.php/great/article/view/477
Indriyati, C. (2025, January 21). Siapa Owner Brand Glad2Glow? Simak Profil hingga Kontroversinya. Inilah.Com. https://www.inilah.com/sosok-owner-glad2glow-dan-kontroversinya
Instagram @glad2glow. (2025). Offical Instagram @Glad2glow. https://www.instagram.com/glad2glow?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw==
Mamonto, Tumbuan, & Rogi. (2021). Analisis Faktor-Faktor Bauran Pemasaran (4P) Terhadap Keputusan Pembelian Pada Rumag Makan Podomoro Poigar Di Era Normal Baru. EMBA Journal: Journal of Economic, Management, Business, and Accounting Research, 9(2), 110–121. https://ejournal.unsrat.ac.id/index.php/emba/article/view/33281
Mandung, F., & Hasan, S. (2023). Buku Referensi Manajemen Pemasaran. In M. Nasir & Y. Herdianzah (Eds.), Jurnal Ilmu Pendidikan (Vol. 7, Issue 2). CV. Eureka Media Aksara. https://repository.penerbiteureka.com/media/publications/567255-buku-referensi-manajemen-pemasaran-24f00a83.pdf
Marbakh, N., & Rahmiati, R. (2025). Glad2Glow Purchase Intent: TikTok Marketing through Customer Brand Engagement and Brand Image. Journal of Management and Administration Provision, 5(2), 229–241. https://doi.org/10.55885/jmap.v5i2.593
Napoleoncat. (2024). Instagram User In Indonesia. Napoleoncat; Napoleoncat. https://napoleoncat.com/stats/instagram-users-in-indonesia/2024/10/
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Novia, F. (2025). Peran Pemasaran Konten, Kualitas Layanan, dan Loyalitas Pelanggan dalam Meningkatkan Keunggulan Kompetitif di Era Digital. Journal Scientific of Mandalika (Jsm) e-ISSN, 6(2), 2809–0543. https://ojs.cahayamandalika.com/index.php/jomla/article/view/4161
Okhtavia, R., & Setiawan, M. B. (2022). Pengaruh Kualitas Produk, Citra Merek, Dan Inovasi Produk Terhadap Keputusan Pembelian Konsumen Sepatu Olahraga NIKE (Studi Pada Pengguna Sepatu Olahraga NIKE di Kota Kendal). 4(3), 357–369. https://doi.org/10.37531/sejaman.vxix.357
Priadana, S. (2021). Metode Penelitian Kuantitatif. In Pascal Books (Della, Vol. 11, Issue 1). Pascal Books. https://anyflip.com/tzxmy/fzxh/basic
Shifa, N. (2025). Pemasaran Skincare Dengan Cara Overclaim Di E-Commerce (Perspektif Fatwa DSN MUI Dan Undang-Undang Tentang Perlindungan Konsumen). https://repository.uinjkt.ac.id/dspace/handle/123456789/84323
Siwu, T., Lolowang3, M., Legi4, E., & Ombuh5, I. W. (2025). Implementasi Digital Marketing Pada Instagram Sebagai Faktor Keberhasilan Media Promosi Glad2Glow. Journal of Academic Research Innovation, 5(2), 1–11. https://jurnalp4i.com/index.php/academia
Srisusilawati, P., & Burhanudin, J. (2023). Loyalitas Pelanggan. In Widina Bhakti Persada Bandung (Evi Damayanti). CV. Widina Media Utama. https://repository.penerbitwidina.com/publications/560950/loyalitas-pelanggan
Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualitatif Dan R&D. Alfabeta. https://share.google/nXxgFBcn48NAkExNg
Widyaputri, N., Suwu, E. A. A., & Tumiwa, J. (2022). Analisis Pemanfaatan Aplikasi Instagram Dalam Pemasaran Bisnis Online Shop Di Kota Manado. Journal Ilmiah Society, 2(2), 1–9. https://ejournal.unsrat.ac.id/v3/index.php/jurnalilmiahsociety/articl
Wulansari, R. (2025). Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian Pada PT. Outletz Worldwide Indonesia. Humanities Student Journal, 5(2), 961–972. https://ojs.pseb.or.id/index.php/jmh/article/view/1437