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All Journal Jurnal Ilmu Sosial dan Humaniora
Siti Holipah
Universitas Negeri Jakarta
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Model Kausalitas Purchase Intention Online Produk X: Social Media Marketing, Online Review, Price Discount dan Halal Cosmethic Siti Holipah; Ryna Parlyna; Fildzah Shabrina
Jurnal Ilmu Sosial dan Humaniora Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/cey8tx84

Abstract

This study was conducted to examine the causal relationship between social media marketing, online reviews, price discounts, and halal cosmetics on consumer purchase intention for skincare product X in the digital environment. The approach used was quantitative, using the Partial Least Square Structural Equation Modeling (PLS-SEM) method, analyzed using SmartPLS software. The study involved 170 respondents aged 18–28 who actively access skincare products through digital media. Respondents were selected using a purposive sampling technique, while the research instrument consisted of 17 statement items. The study findings indicate that social media marketing, online reviews, and halal cosmetics have a positive and significant influence on purchase intention, while price discounts did not prove to have a significant effect. Practically, the results of this study were implemented through the development of a prototype e-commerce skincare application called SKINSHOP, designed as a decision support system to assist consumers in selecting skincare products more systematically and informatively.
Co-Authors Fildzah Shabrina Ryna Parlyna