<![CDATA[Abstrak Survei yang dilakukan oleh A.T. Kearney pada tahun 2018 menyatakan munculnya e-commerce pada era sekarang ini telah membuat masyarakat terbiasa berbelanja secara online, dan peminat belanja online yang paling tertinggi masih didominasi oleh perempuan. Produk yang paling digemari oleh perempuan adalah skincare. Penelitian ini dimaksudkan untuk menganalisis niatan dalam belanja online produk skincare di kota Batam. Teknik pengumpulan data ini menggunakan data primer yaitu dengan menggunakan kuesioner. Populasi penelitian ini adalah perempuan yang memiliki niat beli online produk skincare di kota Batam. Sampel penelitian ini adalah perempuan yang memiliki niat beli online produk skincare berupa Skin Dewi, Lacoco, Avoskin, Elsheskin, Pampering Day. Merek tersebut diambil berdasarkan urutan brand skincare lokal terbaik pada tahun 2020 (Lestari, 2020) . Berdasarkan hasil pengujian, diperoleh kesimpulan bahwa variabel Attitude Towards Online Shopping berpengaruh positif terhadap Intention To Shop Online, variabel Enjoyment tidak berpengaruh positif terhadap Attitude Towards Online Shopping, variabel Perceived Benefits berpengaruh positif terhadap Attitude Towards Online Shopping, variabel Subjective Norm tidak berpengaruh positif terhadap Intention To Shop Online, variabel Trust In Online Shopping tidak berpengaruh positif terhadap Attitude Towards Online Shopping, variabel Trust In Online Shopping berpengaruh positif terhadap Intention To Shop Online. Kata Kunci: online; intention; attitide; trust; subjective norm; enjoymentAbstractA survey by A.T. Kearney in 2018 stated e-commerce in the current era has made people accustomed to shopping online. The highest online shopping enthusiasts are still dominated by women. The product most favored by women is skincare. This study is intended to analyze intentions in online shopping for skincare products in the city of Batam. This data collection technique uses primary data. The population is women who have intention to buy skincare products online in Batam city. The sample is women who have intention to buy skincare products online in the form of Skin Dewi, Lacoco, Avoskin, Elsheskin, Pampering Day. The brand was taken based on the best local skincare brands in 2020 (Lestari, 2020). Based on the test results, it’s concluded that the Attitude Towards Online Shopping has a positive effect on Intention To Shop Online, the Enjoyment does not have a positive effect on Attitude Towards Online Shopping, Perceived Benefits has a positive effect on Attitude Towards Online Shopping, Subjective Norm has no positive effect on Intention To Shop Online, Trust In Online Shopping doesn’t have positive effect on Attitude Towards Online Shopping, Trust In Online Shopping has positive effect on Intention To Shop Online.Keywords: online; intention; attitide; trust; subjective norm; enjoyment]]>
