Effect Of Promotional Offers On Consumer’s Purchase Intention In E-Commerce Skincare Segment

Al Alam, Najwa Iqna Auliya (2026) Effect Of Promotional Offers On Consumer’s Purchase Intention In E-Commerce Skincare Segment. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

This study examines the effect of promotional offers on consumer’s purchase intention within the e-commerce skincare segment in Indonesia by utilizing the stimulus-Organism-Response (SOR) framework. By adapting models from previous research such as Luo et al., (2021), this study analyze how perceived attractiveness and trustworthiness of promotions (stimuli) influence perceived value and risk (organism), ultimately affecting purchase intention (response), with impulse buying tendency and price consciousness as moderators. This study is using quantitative research approach, data collected via online surveys from Indonesian online shoppers, analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings in this study will address gaps in skincare specific e-commerce literature, providing insights into consumer behavior amid concerns over authenticity, quality, and safety.
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This study examines the effect of promotional offers on consumers' purchase intention within the Indonesian e-commerce skincare market using the Stimulus–Organism–Response (SOR) framework. By adapting models from previous studies, particularly Luo et al. (2021), this research analyzes how the perceived attractiveness and trustworthiness of promotional offers (stimuli) influence consumers' perceived value and perceived risk (organism), which subsequently affect purchase intention (response). In addition, impulse buying tendency and price consciousness are incorporated as moderating variables. This study employs a quantitative research approach, with data collected through online surveys of Indonesian e-commerce shoppers and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings are expected to address gaps in the literature on skincare e-commerce by providing deeper insights into consumer purchasing behavior, particularly in the context of concerns regarding product authenticity, quality, and safety.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Promotional Offers, Purchase Intention, E-Commerce, Skincare, S-O-R Model, Perceived Value, Perceived Risk, PLS-SEM.
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	Najwa Iqna Auliya Al Alam
Date Deposited:	22 Jul 2026 02:04
Last Modified:	22 Jul 2026 02:04
URI:	http://repository.its.ac.id/id/eprint/136133

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