Factors Influencing E-Commerce Skincare Purchase Decisions Through Consumer Behavior Models

The rapid growth of e-commerce has significantly altered consumer purchasing behavior, especially in the skincare industry. With the increasing importance of online platforms like Shopee, understanding the factors that influence purchase decisions has become crucial for brands seeking to optimize their marketing strategies. This study aims to explore the key determinants of skincare product purchasing decisions on e-commerce platforms, with a specific focus on consumer behavior models. Utilizing a qualitative approach, the research employs the Consumer Decision-Making Process Model to investigate the role of electronic Word-Of-Mouth (e-WOM), trust, product quality, pricing, promotions, endorsements, sustainability, and psychographic segmentation in shaping consumer choices. Data were collected through in-depth interviews and content analysis of customer reviews and social media discussions. The findings reveal that e-WOM and trust play significant roles in building brand credibility, while product quality and price remain essential in decision-making. Influencer endorsements and sustainability considerations have gained prominence, especially among environmentally conscious consumers. This study provides valuable insights for skincare brands, highlighting the growing impact of digital marketing strategies such as endorsements and promotions, and offering implications for enhancing customer engagement and loyalty in the digital marketplace. The results underscore the need for brands to integrate consumer preferences and trust-building strategies to improve their market positioning and consumer retention on e-commerce platforms.