Analisis SEM-PLS terhadap Faktor Faktor yang Memengaruhi Perilaku Pembelian Produk Wardah pada Platform E Commerce Shopee

Abstract

Pertumbuhan industri kosmetik yang didukung oleh perkembangan e-commerce telah mengubah perilaku konsumen dalam melakukan pembelian produk kecantikan secara daring. Penelitian ini bertujuan menganalisis pengaruh peubah laten Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), meliputi performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, dan habit, terhadap pembelian produk Wardah melalui official store Shopee. Selain itu, penelitian ini menguji peran age, gender, dan experience sebagai variabel moderator. Data diperoleh dari 293 pengguna Shopee di wilayah Jabodetabek melalui survei daring dan dianalisis menggunakan SEM-PLS. Hasil penelitian menunjukkan bahwa habit dan social influence berpengaruh positif dan signifikan terhadap behavioral intention, sedangkan habit, behavioral intention, dan facilitating conditions berpengaruh positif dan signifikan terhadap use behavior. Pengaruh tidak langsung terhadap use behavior juga ditemukan pada social influence dan habit melalui behavioral intention. Sebaliknya, performance expectancy, effort expectancy, hedonic motivation, dan price value tidak berpengaruh signifikan. Model memiliki kemampuan penjelasan yang moderat dengan nilai R² sebesar 0,633 pada behavioral intention, 0,642 pada use behavior, dan nilai SRMR sebesar 0,068. Variabel age, gender, dan experience tidak memoderasi hubungan antar peubah laten dalam model penelitian.

The growth of the cosmetics industry, supported by the rapid expansion of e-commerce, has transformed consumer behavior in purchasing beauty products online. This study aims to examine the influence of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) constructs, including performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, and habit, on the purchase of Wardah products through the Shopee official store. In addition, the moderating roles of age, gender, and experience were investigated. Data were collected from 293 Shopee users in the Greater Jakarta (Jabodetabek) area through an online survey and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that habit and social influence have a positive and significant effect on behavioral intention, while habit, behavioral intention, and facilitating conditions positively and significantly influence use behavior. Furthermore, social influence and habit indirectly affect use behavior through behavioral intention. In contrast, performance expectancy, effort expectancy, hedonic motivation, and price value do not have significant effects. The model demonstrates moderate explanatory power, with R² values of 0.633 for behavioral intention and 0.642 for use behavior, and an SRMR value of 0.068. The moderation analysis shows that age, gender, and experience do not moderate the relationships among the constructs in the research model.