How Digital Conversations Shape Generation Z’s Local Skincare Choices: Dataset of Social Media eWOM and Purchase Intention

This dataset contains survey data collected from Generation Z consumers living in the Greater Jakarta (Jabodetabek) area, including Jakarta, Bogor, Depok, Tangerang, and Bekasi. The study explores how digital conversations on social media influence Generation Z’s perceptions and purchase intentions toward Indonesian local skincare products. The research focuses on information quality, information credibility, needs of information, attitude towards information, information usefulness, information adoption, and purchase intention. Data were collected through an online questionnaire using a 5-point Likert scale. Respondents were Generation Z aged 14–29 who live in Jabodetabek, have an interest in Indonesian local skincare products, have internet access, and are active social media users with experience reading skincare product reviews on social media. A total of 315 Generation Z participants completed the survey. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS to examine the relationships among the research variables and test the proposed hypotheses. The findings indicate that information quality, information credibility, needs of information, and attitude towards information influence information usefulness, while information usefulness influences information adoption, and information adoption influences purchase intention. The dataset can be used to understand how social media eWOM information is evaluated, adopted, and translated into purchase intention among Generation Z consumers of Indonesian local skincare products.本数据集涵盖了采集自大雅加达（雅茂德丹勿，Jabodetabek）区域的Z世代消费者调研数据，该区域涵盖雅加达、茂物、德波、丹格朗与勿加泗五座城市。本研究旨在探究社交媒体上的数字化对话如何影响Z世代消费者对印尼本土护肤产品的认知与购买意向，聚焦于信息质量、信息可信度、信息需求、信息态度、信息有用性、信息采纳及购买意向七大维度。数据通过采用五点李克特量表的线上问卷采集。调研受访者为年龄介于14至29岁的雅茂德丹勿区域Z世代消费者，需满足以下条件：对印尼本土护肤产品抱有兴趣、具备互联网接入条件、为活跃社交媒体用户且曾在社交媒体上阅读过护肤产品评测内容。最终共有315名Z世代参与者完成本次调研。本研究采用偏最小二乘结构方程模型（Partial Least Squares Structural Equation Modeling，PLS-SEM）结合SmartPLS软件对数据进行分析，以检验研究变量间的关联关系并验证所提出的研究假设。结果显示，信息质量、信息可信度、信息需求及信息态度对信息有用性存在显著正向影响，信息有用性正向影响信息采纳，而信息采纳进一步作用于购买意向。本数据集可用于探究印尼本土护肤产品的Z世代消费者如何对社交媒体电子口碑（electronic word-of-mouth，简称eWOM）信息进行评估、采纳，并将其转化为购买意向。