Examining Purchase Intent in Indonesian E-commerce Cosmetics

The factors influencing purchase intention in the context of MS Glow, a digital marketplace, were investigated in this quantitative study, with a focus on e-word of mouth and e-service quality, moderated by brand image and mediated by e-satisfaction. Non-probability sampling and Likert scales were used to collect data from 150 respondents aged 17–35 in the Jabodetabek area. Measurement model analysis, structural model analysis, validity and reliability tests, and hypothesis testing were among the analysis techniques used. The findings revealed that e-word of mouth, e-service quality, and e-satisfaction all have a significant impact on purchase intention. Furthermore, e-word of mouth indirectly influenced purchase intention via e-satisfaction, and e-service quality indirectly influenced purchase intention via e-satisfaction. The study is useful for businesses that sell on digital marketplaces such as MS Glow and Shopee.