The Impact of Website Design, E-Service Quality, Satisfaction, Trust to Intention to Purchase Skin Care Products in the E-Marketplace

The study aims to identify factors influencing pricing, understand how pricing affects purchase intention and customer satisfaction, and provide valuable insights for skincare businesses to develop effective pricing strategies in Indonesia’s skincare market. The study used a purposive sampling approach, collecting data from 123 respondents who were internet users in Indonesia in January 2024. These respondents have engaged with online retailers to purchase skin care products. The results found that website design affects e-service quality, affecting customer satisfaction and trust. Customer satisfaction and trust have a significant impact on repurchase intentions. This study recommends that skincare businesses focus on website design, provide high-quality e-services, and implement customer satisfaction and loyalty programs. Future research can explore additional factors and conduct similar studies in different locations or product categories. 

Keywords—Website design, skin care, e-marketplace, purchase intention, customer satisfaction, customer trust, e-service quality.