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All Journal Kinerja KOMUNITAS: INTERNATIONAL JOURNAL OF INDONESIAN SOCIETY AND CULTURE Journal The Winners Gadjah Mada International Journal of Business Jurnal Manajemen Atma Jaya MIX : Jurnal Ilmiah Manajemen Binus Business Review JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) MITRA: Jurnal Pemberdayaan Masyarakat Martabe : Jurnal Pengabdian Kepada Masyarakat Minda Baharu Humaniora Jurnal Mantik Jurnal Ilmiah Manajemen dan Bisnis FIRM: Journal of Management Studies Jurnal Manajemen Bina Ekonomi: Majalah Ilmiah Fakultas Ekonomi Universitas Katolik Parahyangan Jurnal Manajemen Srawung: Journal of Social Sciences and Humanities Jurnal Manajemen dan Pemasaran Jasa Journal of Business Studies and Management Review Jurnal Keuangan dan Bisnis Komunitas: International Journal of Indonesian Society and Culture Jurnal Manajemen Maranatha
Yasintha Soelasih
Faculty Of Economics And Business, Atma Jaya Catholic University, Jakarta
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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Journal : Jurnal Ilmiah Manajemen dan Bisnis

 1 
Determination Purchase Intention for Skincare in Indonesia Silitonga, Frans Stevenardo H; Soelasih, Yasintha
Jurnal Ilmiah Manajemen & Bisnis Vol 10 No 1 (2025)
Publisher : Universitas Pendidikan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38043/jimb.v10i1.6094

Abstract

Indonesia's beauty sector has experienced substantial expansion, with an annual growth rate exceeding 4%. This corresponds with the 10% rise in national skincare product demand, underscoring an increase in consumer interest and competition in the industry. The rapid digitalization of consumer behavior has notably altered the dynamics of the skincare industry, especially in emerging markets.  This research investigates the impact of the marketing mix—product, price, place, and promotion—on consumers' purchase intentions, with electronic word of mouth (e-WOM) acting as a mediating variable.  Data were collected from 240 respondents using a purposive sampling technique. These respondents had experience purchasing skincare products online and had been exposed to e-WOM content across digital platforms.  Structural Equation Modeling (SEM) was utilized to evaluate the proposed hypotheses.  The findings demonstrate that product, price, and promotion have a significant impact on purchase intention, both directly and indirectly via e-WOM, whereas place does not show a significant direct effect.  Moreover, e-WOM plays a significant mediating role, underscoring its strategic relevance in influencing digital purchasing behavior.  The findings enhance marketing literature by merging traditional marketing strategies with mechanisms of digital consumer influence.  This study offers practical implications for skincare brands aiming to improve consumer engagement and purchase conversions via optimized marketing mix strategies and the strategic management of digital word-of-mouth channels.
Co-Authors Anastasia Tatik Hartanti, Anastasia Tatik Andriani, Oktavia Angwyn, Angeline Arya Abhirakshantu Mp, Putu Belycia, Cein Boni Jovianggi Chow, Aozora Valentinus Christiana Fara Dharmastuti, Christiana Fara Christine Winstinindah Sandroto Dwinita Laksmidewi Dwinita Laksmidewi EFENDI Febriyanti Nurcahya Ho, Shu-Hsun Johan, Philip Dave Lembana, Devi Angrahini Anni Lily Suhaily Lily Suhaily Lonardo Lonardo Lonardo Lonardo Madyakusumawati, Synthia Nugraha, Tristan Adi Nugroho, Yohanes Arianto Budi Pambudi, Rilo R. Aditya Gunawan, R. Aditya Reyner Jonathan Rilo Pambudi Silitonga, Frans Stevenardo H Sumani . Sumani Sumani Synthia Madyakusumawati Theja, Serafina Tristan Adi Nugraha Wijaya, Khatleen Winstinindah Sandroto, Christine Winstinindah-S, Christine Yasinta Ratna Esti Wulandari Yohanes Driyanto Yohanes Driyanto