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All Journal Jurnal Ilmiah Mahasiswa FEB JAM : Jurnal Aplikasi Manajemen Berdikari: Jurnal Pengabdian Masyarakat Indonesia Jurnal Entrepreneur dan Entrepreneurship eMBeJi : Manajemen dan Bisnis Jurnal Jurnal Manajemen Pemasaran dan Perilaku Konsumen Jurnal Management Risiko dan Keuangan Jurnal Kewirausahaan dan Inovasi
Nugroho, Dian Ari
Faculty Of Economic And Business, Universitas Brawijaya, Indonesia
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences Other

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Revealing Consumer Motivation on The Shopee Marketplace Toward Natural-Based Skincare Products Muslimah, Tsaniatu; Nugroho, Dian Ari
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.2.12

Abstract

The rapid developments in Indonesian cosmetic industry have brought various choices of skincare products for customers. Therefore, they need to be more selective in choosing the suitable products. Natural-based skincare products offer natural ingredients safer for the skin and the environment. However, consumers’ motivations for choosing certain products are subjective since they depend on their individual assessments and interpretations. Therefore, understanding consumer motivation, being difficult and complex, is not an easy task. The objective of this qualitative case study is to analyze elements that can motivate consumers to choose natural-based skincare products. The research subject consists of five informants who have purchased the natural soap products of Aurolia.id via Shopee. The data was harvested through interviews, document studies, and library research, by which elaborate findings were acquired. This study finds that the factors that motivate consumers’ choice include prices that are more competitive than those of similar products, positive reviews from other consumers, relational proximity between them and the business owner, their knowledge about the products, the quality of the product, their proximity with the seller’s location, and distribution channels provided by Shopee.
Co-Authors Aditomo, Setiawan Alya Yanuar Putri Atikah Nur Aini Putri Basmalasari, Rizky Mulia Dewanti, Hastin Ayu Dimas Hendrawan Fathullah, Muhammad Falih Febrianti, Felisha Fitri, Bratandari Nabilah Fitriana, Siti Afin Nur Gabriel, Gregorius Vichito Ghozihan, Nadyah Nur Gracia, Timothy Hastin Ayu Dewanti Herita, Tasya Dwi Islami, Gogon Islami, Muhammad Dendy Pradana Kamilah, Muthi'ah Kumala, Annisa Galuh Ratna Lia Rachmawati M. Firman Perdana Mahmudah, Putri Nur Mugiono Muslimah, Tsaniatu Nahdiah Hilmi Nur Fatin Oktasari Putri, Reri Rahmi Perdana, M. Firman Putra, Fajar Cahyana Putri, Elza Kurnia Wulandari Rafi, Amanullah Rasyid Ramadhani, Laili Nur Raras Kirana Wandira Ray, Muhammad Agung Reri Rahmi Oktasari Putri Salsabila, Unik Hanifah Septyaningtyas, Rizmalia Nanda Setiani, Okki Arnelia Setiawan Aditomo Syafitri, Reri Wandira, Raras Kirana