Raw Survey Data "Digital Marketing Ethics, Consumer Trust, and Purchase Intention in Indonesia's Beauty Industry"

Context and Overview This quantitative dataset was from an online survey involving 222 respondents in Indonesia, conducted to examine the relationships between digital marketing practices, consumer trust, and purchase intention within Indonesia's beauty industry. All participants are active consumers with experience engaging with beauty brand digital marketing content across various online platforms. This study analyzes the relationships based on a Stimulus-Organism-Response (SOR) framework: Independent Variables: Social Media Marketing (SMM), Influencer Marketing (IM), and Search Engine Optimization (SEO). Mediating Variable: Content Trust (CT). Moderating Variable: Unethical Practices (UEP). Dependent Variable: Purchase Intention (PI). Data Value for Researchers This dataset is highly valuable for researchers, academics, and practitioners focusing on: Digital Marketing Ethics: Understanding how ethical dimensions of social media marketing, influencer endorsements, and SEO practices shape consumer trust in the beauty industry. Consumer Behavior in Beauty Industry: Providing empirical evidence on how digital touchpoints influence purchase decision-making among Indonesian consumers.