Faktor Niat Pembelian Skincare Lokal di E-Commerce:

Ayu Chrisniyanti; I Ketut Putu Suniantara

doi:10.32795/widyamanajemen.v7i1.6096

Ayu Chrisniyanti Program Studi Bisnis Digital, Fakultas Bisnis dan Vokasi, ITB STIKOM Bali
I Ketut Putu Suniantara Program Studi Sistem Informasi, Fakultas Informatika dan Komputer, ITB STIKOM Bali

DOI: https://doi.org/10.32795/widyamanajemen.v7i1.6096

Keywords: E-Commerce, Dewasa Muda, Skincare Lokal, Niat Pembelian

Abstract

This research aims to analyse the factors influencing the purchase intention of local skincare products in e-commerce among young adults in Bali. The research method used is purposive non-probability sampling with a sample of 201 respondents. Data were collected using a questionnaire filled out by individuals aged 18 to 36 who use e-commerce to purchase local skincare products. Samples were examined using SPSS IBM 26.0 and SmartPLS (SEM) 3.3.3. The results indicated that perceived usefulness, product quality, and subjective norms significantly influenced young adults to purchase local skincare products online. Moreover, attitude positively mediated the relationship between perceived usefulness, product quality, and subjective norms with purchase intention. Consequently, these findings offer valuable insights regarding crucial factors influencing online purchasing intention for local skincare brands, marketers, and researchers.

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Faktor Niat Pembelian Skincare Lokal di E-Commerce

Studi Dewasa Muda di Bali

Abstract

References