Webrooming and Pure Online Shopping Behavior of Skincare Consumers in Indonesia

Authors

DOI:

https://doi.org/10.32674/j405wk71

Keywords:

Content marketing, e-WOM, purchase decision, pure online, shopping behavior, webrooming

Abstract

Based on social cognitive theory, this study examines the influence of content marketing and electronic word-of-mouth (e-WOM) on the purchasing decisions of skincare consumers. It also investigates whether the effects of content marketing and e-WOM on purchasing decisions differ significantly between pure online shoppers and webroomers. A quantitative approach was used to examine the causal relationship among the study variables. Likewise, cross-sectional data were purposively collected from 298 skintific users in Sumenep Regency, Indonesia. SmartPLS 4.0 was employed for analysis. This study found that both content marketing and e-WOM significantly influence skincare purchasing decisions, with no notable difference between pure online shoppers and webroomers. The results suggest that digital content and peer-generated reviews have become central touchpoints in high-involvement product decisions, transcending the physical-digital shopping divide. Findings reveal converging digital consumer behaviors, urging brands to adopt consistent, credible, and engaging digital strategies to build trust and drive purchase intentions.

Author Biographies

  • Sayyida, Wiraraja University, Indonesia

    Dr. Sayyida Sayyida is a researcher and lecturer in Management at Universitas Wiraraja, Indonesia. Her research focuses on consumer behavior, structural equation modeling (SEM), SME development, and management innovation. She has published multiple works on topics such as the impact of COVID-19 on retail behavior, halal tourism potential, work-family conflict, and artificial intelligence in smart cities.

  • Sustri Hartini , Wiraraja University, Indonesia

    Sustri Hartini is an aspiring and emerging scholar from the Management Department, Faculty of Economics and Business, Wiraraja University, Indonesia. With a strong academic foundation and a passion for research, she is committed to contributing innovative insights to the fields of management and economics, aiming to shape future business practices through scholarly excellence.

  • Sanju Kumar Singh, Airlangga University, Indonesia

    Dr. Sanju Kumar Singh is a researcher and lecturer in Management Finance at Universitas Airlangga, Indonesia. His research focuses on banking performance, entrepreneurial leadership, finance, and corporate governance, with expertise in econometric analysis and bibliometric studies. His interdisciplinary work spans financial markets, stress management in organizations, and antimicrobial applications in materials science. He collaborates internationally on topics linking finance, management, and sustainable development.

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Published

2025-07-02

Issue

Vol. 4 No. 1 (2025): Interdisciplinary Journal of Innovation in Nepalese Academia

Section

Research Articles

License

Copyright (c) 2025 Interdisciplinary Journal of Innovation in Nepalese Academia

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How to Cite

Webrooming and Pure Online Shopping Behavior of Skincare Consumers in Indonesia. (2025). Journal of Innovation in Academia , 4(1), 91-109. https://doi.org/10.32674/j405wk71