Peran Attitude Konsumen sebagai Mediasi Purchase Intention Produk Kecantikan di Era Digital

Edy Yulianto Putra; Christine Angel; Ferdinand Nainggolan

doi:10.61132/lokawati.v4i6.2916

Authors

Edy Yulianto Putra Universitas Internasional Batam
Christine Angel Universitas International Batam
Ferdinand Nainggolan Universitas International Batam

DOI:

https://doi.org/10.61132/lokawati.v4i6.2916

Keywords:

Attitude, Brand Interaction, Channel Selection (Online/Offline), Customer Perception, Inspiration (Online/Offline).

Abstract

Proses digitalisasi telah secara signifikan mengubah perilaku konsumen dalam industri kecantikan, khususnya dalam hal bagaimana individu mencari informasi dan membuat pilihan pembelian. Studi ini bertujuan untuk mengeksplorasi bagaimana keputusan terkait saluran, persepsi pelanggan, interaksi merek, dan sumber inspirasi baik online maupun offline memengaruhi niat pembelian, dengan sikap konsumen sebagai faktor mediasi. Pendekatan kuantitatif digunakan, yang terdiri dari survei pengguna produk kecantikan yang aktif di platform digital melalui distribusi kuesioner. Strategi pengambilan sampel yang digunakan adalah purposive sampling, dengan target minimal 350 partisipan. Analisis data akan menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM), yang didukung oleh perangkat lunak SmartPLS. Temuan menunjukkan bahwa persepsi konsumen dan sumber inspirasi (baik online maupun offline) secara positif memengaruhi sikap dan niat pembelian. Sebaliknya, keterlibatan merek dan pemilihan saluran (online atau offline) tidak ditemukan memiliki pengaruh yang signifikan. Selain itu, hasil penelitian mengungkapkan bahwa sikap berfungsi sebagai variabel mediasi dalam hubungan antara persepsi konsumen dan niat pembelian, serta antara sumber inspirasi (online atau offline) dan niat pembelian. Namun, hal itu tidak memediasi pengaruh keterlibatan merek atau pilihan saluran (online/offline) terhadap niat pembelian.

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