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Abstract

Penelitian ini menunjukkan bahwa kualitas produk dan citra merek memiliki dampak yang kuat dalam meningkatkan minat beli konsumen terhadap produk skincare Glad2Glow di Kota Medan, sementara dukungan selebriti tidak memberikan pengaruh yang signifikan. Oleh karena itu, perusahaan disarankan untuk fokus pada peningkatan kualitas produk dan strategi branding yang efektif guna memperkuat citra merek dan menarik lebih banyak konsumen. Selain itu, penelitian ini dapat menjadi referensi bagi studi-studi selanjutnya yang ingin meneliti faktor-faktor lain yang berpengaruh terhadap keputusan pembelian produk skincare di berbagai wilayah.

Keywords

Kualitas Produk Dukungan Selebriti Citra Merek Minat Beli

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How to Cite
Nababan, N. A., Silaban, P., & Sitorus, S. A. (2025). Pengaruh Kualitas Produk, Dukungan Selebriti Dan Citra Merek Terhadap Minat Beli Produk Skincare Glad2glow Di Kota Medan. Economics and Digital Business Review, 6(2), 88–102. https://doi.org/10.37531/ecotal.v6i2.2320
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