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All Journal IJEBD (International Journal Of Entrepreneurship And Business Development) Jurnal Mantik Jurnal Pengabdian Al-Ikhlas Jurnal Ilmiah Edunomika (JIE) Journal of Management - Small and Medium Enterprises (SME's) Journal of Economics and Business UBS International Journal of Business, Economics, and Social Development Devotion: Journal of Research and Community Service Journal Of World Science INJURITY: Journal of Interdisciplinary Studies IIJSE Journal of Education Sciences (Edusci)
Curatman, Aang
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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Journal : Journal of Management - Small and Medium Enterprises (SME's)

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ANTECEDENTS OF PURCHASE INTENTION OF BEAUTY PRODUCTS IN THE MARKETPLACE Zahra, Shakila; Styawati, Indri; Curatman, Aang
Journal of Management Small and Medium Enterprises (SMEs) Vol 18 No 3 (2025): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v18i3.21346

Abstract

The purpose of this study is to investigate how perceivable usefulness (PU) and user-generated content (UGC) affect purchase intention (PI), as well as how consumer attitude (CA) functions as a mediator between PU and PI. The validity and reliability of the measurement model are tested using Partial Least Squares Structural Equation Modelling (PLS-SEM) using SmartPLS 4. The findings demonstrate that CA affects PI, PU affects CA, and UGC affects PI. Furthermore, PI is directly impacted by PU, and the impact of PU on PI is demonstrated to be mediated by CA. However, this study is limited to evaluating the measurement model without analysing causal relationships. Future research is recommended to test structural relationships and to apply this model to different consumer segments and industries. Keywords: User Generated Content; Perceived Usefulness; Consumer Attitude; Purchase Intention
Co-Authors Adisaputra, Nurwakhid Antomi, Agus Ariani, Savitri Aulia, Ahmad Zaki Ayuningtyas, Farah Noor Bayu Wicaksono, Dimas Budiyanto Budiyanto Cahyadinata, Joseph Ferdinand Damayanti, Firda Alvi Edy Hartono Elin Herlina, Elin Hidayat, M Samsul Imaniar, Ghina Irfansyah, Putra Kartono, Kartono Khoerunnisa, Bentang Mardhotillah, Safira Hanief Meiza, M. Andra Mustofa Mustofa Pramudya, Nugraha Rahmadi Rahmadi Ramadhan, Rayhan Abi Ramdhansyah, Muhamad Rifky, Rifky Rivaldi Shadam, Muhammad Rosyid, Widiakikianti Salsabillah, Tazkiya Sayudin, Sayudin Styawati, Indri Wiradinata, Rochanda Wiraning Furi, Nurul Senja Zahra, Shakila