Analyzing Indonesian Markets of Nursing Skincare Products on E-Commerce

Abstract

The goal of this study is to ascertain the extent to which brand perception and online word-of-mouth factors affect consumers' decisions to buy Somethinc skincare products on Shopee. Descriptive and causal associative quantitative methods-based research designs are used. Consumers who have purchased Somethinc skincare items through Shopee's online marketplace make up the target audience, and a sample size of 100 respondents was chosen using a non-probability sampling technique and a purposive sampling method. Questionnaires were used during the data collection process. Using IBM SPSS Version 25 software, the data were analyzed using descriptive analysis and multiple linear regression. As a result, it is advised that future studies include other factors that are thought to have the potential to affect consumers' purchase decisions.