Determinants of Purchase Intention for Natural Organic Cosmetics: Price, E-Service Quality, Product Quality, and Social Media Marketing
Institut Bisnis Nusantara
Institut Bisnis Nusantara
DOI:
https://doi.org/10.56943/esensi.v29i2.532This study aims to analyze the effects of selling price, electronic service quality, and producte quality on customer satisfication. It also examines the effects of the product itself and social media marketing on consumers’ purchasing intent for natural based cosmetics products, spesifically Deepmire Skin brand. This study employs a quantitative approach, collecting data through a questionnaire administrated to 171 respondents. The data were analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) method with the assitance of SmartPLS software. The resulth of this study indicate that selling price has a significant effect on consumers’ purchasing intent toward Deepmire Skin products, with coefficient value of 0,4333 an a p-value of 0,000. In addition, the quality of electronic service also has a positive effect on consumer purchasing intent with a coefficient of 0,283 and a p-value 0,001. Meanwhile, product quality also influences consumer purchasing intent but in a negative direction, with a coefficient of -0,384 and p-value od 0,001. Meanwhile, social media marketing has positive effect on consumer purchasing interest, with a coefficient 0,701 and p-value of 0,000, making it the variable with the greatest influence. These findings indicate that consumer purchasing interest is influenced by price, digital services, product quality, and social media marketing strategies.
Keywords: Selling Price Service (e-service quality) Product Quality Social Media Marketing Purchase Intention
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