Investigating Online Purchasing Intentions for a Beauty Product in a Social Commerce Platform

In Indonesia, although factors influencing online purchase intentions for skin care products using social commerce have been investigated, the studies tend to focus on specific factors such as brand, consumer, and product-related factors. As a result, a study that fully addresses the various factors influencing online purchase intentions for skin care products remains unexplored. Therefore, more research on social commerce is still required to comprehend what drives a person to purchase fully. This study examines various factors that drive online purchase intention and the mediating effect of online trust on social commerce Skintific (an Indonesian skincare brand) TikTok Shop. This study employs a quantitative approach. Online questionnaires with a six-point Likert scale measurement are used. This study was conducted in Indonesia between November and December 2022. Respondents are TikTok users familiar with the Skintific brand, with a total number of 217. This study used PLS-SEM to test the proposed hypotheses. The results of this study contribute to practical implications for sellers at TikTok Shop regarding strategies to increase online sales by providing an understanding of the various factors that influence online purchase intentions.