Impact of factors on facial care cosmetics shopping behavior on e-commerce platforms
Published: July 25, 2026
Abstract
This study investigates the factors influencing consumer purchase decisions for skincare cosmetics on e-commerce platforms, based on a survey of 246 respondents. Data were analyzed using SPSS through reliability testing, exploratory factor analysis (EFA), and multiple linear regression. The research model includes one dependent variable (purchase decision) and five independent variables: product quality, price, perceived ease of use, brand, and normative influence. The findings reveal that price has the most significant impact, followed by normative influence, perceived ease of use, brand, and product quality. These results indicate that consumers are particularly influenced by competitive pricing, promotional strategies, and community feedback when purchasing skincare cosmetics online.
Keywords
shopping behaviore-commerceproduct qualitypriceperceived ease of usebrandnormative influence
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