UNDERSTANDING HOW RISK PERCEPTION AND BEAUTY LIFESTYLE SHAPE SKINCARE PURCHASE DECISIONS IN E-COMMERCE

Abstract

The digital transformation has accelerated the growth of e-commerce, making skincare products more accessible to consumers. However, the convenience of online shopping is often accompanied by various risks, including financial loss, counterfeit products, and incomplete product information. This study aims to analyze the influence of risk perception and beauty lifestyle on skincare purchase decisions in e-commerce. A quantitative, cross-sectional survey was conducted using a non-probability voluntary sampling method. A total of 196 Indonesian respondents aged 17 years and above who had previously purchased skincare online participated in the study. Data were analyzed using descriptive and correlational techniques, followed by Structural Equation Modeling (SEM) via SmartPLS. The results show that beauty lifestyle significantly affects purchase decisions, while risk perception does not show a meaningful impact on either purchase decisions or beauty lifestyle. These findings suggest that lifestyle-oriented motivations outweigh risk concerns in online skincare purchases. From a consumer perspective, this highlights the need for increased awareness and critical thinking in evaluating skincare products online. Consumers are encouraged to verify product authenticity, understand ingredient safety, and align their purchases with personal values and needs. This study also contributes to consumer education by promoting informed and responsible digital consumption, particularly among young generations.