<![CDATA[Purpose – This study aims to analyze the factors that motivate consumers to choose natural-based skincare products, particularly Aurolia.id natural soap products sold through Shopee. Design/methodology/approach – This study employs a qualitative case study approach. The research subjects consist of five informants who have purchased Aurolia.id natural soap products via Shopee. Data were collected through in-depth interviews, document analysis, and library research. The data were analyzed to explore and interpret consumer motivations in selecting natural-based skincare products. Findings – The findings reveal that consumer motivation is influenced by several factors, including competitive pricing compared to similar products, positive customer reviews, relational closeness with the business owner, consumer knowledge of the product, perceived product quality, geographical proximity to the seller, and the effectiveness of Shopee as a distribution channel. These factors collectively shape consumers’ decisions to choose natural-based skincare products. Originality/value – This study offers originality by exploring consumer motivation through an in-depth qualitative case approach focused on buyers of a small natural skincare brand, Aurolia.id, within an online marketplace context. The findings provide nuanced, experience-based insights that enrich existing literature and can guide micro and small businesses in designing more targeted marketing strategies.]]>
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