<![CDATA[This study examines the influence of e-commerce on consumer behavior in purchasing beauty products on Shopee, a leading online marketplace in Southeast Asia, with a focus on the moderating effects of consumer trust and price perception. A survey conducted among 500 Shopee users in Indonesia reveals that e-commerce usage has a significant positive effect on purchasing behavior (? = 0.45, p < 0.01). Furthermore, consumer trust (? = 0.29, p < 0.01) and price perception (? = 0.33, p < 0.01) were found to significantly moderate the relationship between e-commerce usage and purchasing behavior. Structural Equation Modeling (SEM) was employed to analyze the data, which showed that as consumer trust and price perception increase, the likelihood of purchasing beauty products on Shopee also increases. The study highlights that building consumer trust through secure payment systems, transparent product information, and reliable reviews, along with offering competitive pricing strategies, can enhance purchasing behavior. These findings provide practical insights for e-commerce platforms like Shopee to optimize strategies, increase customer loyalty, and boost sales in the growing online beauty market.]]>
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