The Effect of Trust and Uncertainty on the Intention to Online Purchase Skincare Products: A Study on Shopee Live Streaming Consumers

Abstract

This study aims to analyze the effect of trust and uncertainty on the purchase intention of skincare products online, with a focus on consumers who use the Shopee Live Streaming platform. This research was conducted using quantitative methods, where data was collected through questionnaires distributed to respondents who shop for skincare products through Shopee. This analysis test uses the Structural Equation Modeling (SEM) method with the help of the SmartPLS 4.0 application. The sampling technique used is convenience sampling, which targets consumers who have experience in shopping for skincare products online. The variables examined in this study include similarity of physical characteristics, similarity of values, consumer trust, uncertainty of product suitability, uncertainty of product quality, and purchase intention. This study tested seven hypotheses relating to the relationship between these variables using regression analysis. In this study, there were 5 rejected hypotheses and 2 accepted hypotheses.