Understanding Consumer Purchase Intention in Online Beauty Shopping on E-commerce

Abstract

The cosmetics industry has been significantly impacted by the rapid advancement of e-commerce, which has transformed the manner in which consumers obtain information and make purchasing decisions. Shopee has emerged as one of the leading platforms used to buy makeup products in Indonesia. Some of the factors such as brand image, price, online consumer reviews, have a pivotal function within influencing customer behavior. The present inquiry discusses the impact of Brand Image, Perceived Price, and online consumer reviews on consumers’ Purchase Intention towards makeup products in Shopee and the mediation effect of Perceived Trust. Data were gathered from 258 Indonesian consumers who previously purchased makeup products on Shopee using a quantitative research design. The dataset was analyzed with SmartPLS 4, utilizing the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The outcomes reveal that Brand Image, e-WOM positively and significantly influence Perceived Trust and Purchase Intention. Perceived price also had a pronounced influence upon purchase intention, but not on perceived trust. Perceived Trust had no a pronounced influence upon Purchase Intention, which indicates that the absence of a confirmed mediating role according to the results yielded by this analysis. The output indicates that the purchase intention of consumers for the makeup product on Shopee is more influenced by brand-related factors than trust factors. The study provides practical implications for beauty brands and online sellers. It highlights the importance of developing a strong brand image, offering competitive prices, and encouraging positive customer reviews to enhance purchase intention.