Pengaruh Persepsi Risiko dan Beauty Lifestyle terhadap Keputusan Pembelian Skincare pada Ecommerce

Abstract

Era digitalisasi mendorong berkembangnya transaksi belanja online (ecommerce). Konsumen sering kali tidak menyadari bahwa dibalik kemudahan berbelanja terdapat risiko yang harus dipertimbangkan. Tujuan penelitian ini adalah menganalisis keputusan konsumen dalam membeli skincare melalui e-commerce. Metode survei yang digunakan untuk pengambilan data adalah teknik nonprobability sampling yaitu voluntary sampling. Data dianalisis dengan analisis deskriptif dan analisis kolerasi, sementara, analisis dilakukan dengan Structural Equation Modeling (SEM) menggunakan SmartPLS. Penelitian ini dilakukan terhadap 196 responden yang merupakan Warga Negara Indonesia (WNI), berusia minimal 17 tahun dan pernah membeli produk perawatan kulit melalui e-commerce. Hasil studi menunjukan bahwa keputusan pembelian responden tergolong baik sedangkan, persepsi risiko dan beauty lifestyle responden tegolong pada kategori sedang. Analisis SEM menunjukkan bahwa beauty lifestyle berpengaruh signifikan terhadap keputusan pembelian konsumen, sedangkan persepsi risiko tidak memiliki efek terhadap keputusan pembelian.

The digitalisation era promotes the growth of e-commerce, which enables online shopping transactions. However, consumers may not be aware of the potential risks associated with the convenience of e-commerce. Therefore, this study aims to examine consumer decision making when purchasing skincare products through e-commerce. Non-probability sampling, specifically voluntary sampling, was employed to gather data. Data were analysed using descriptive analysis, and correlation analysis. Additionally, Structural Equation Modelling (SEM) was utilized through SmartPLS for analysis. The study was conducted on 196 Indonesian citizen, aged 17 years old and above, and have purchased skin care products through e-commerce. The study results indicate that the respondents' purchasing decisions were high, whereas their risk perception and beauty lifestyles were classified as medium. The results of the SEM analysis demonstrate that a beauty-oriented lifestyle significantly impacts consumer purchasing decision, whereas risk perception have no significant effect towards purchasing decision.