Niat pembelian konsumen dapat dipengaruhi oleh informasi yang berlebih selama belanja online. Oleh karena itu, pentingnya menginvestasikan setiap aspek identitas web dan layanan web dalam belanja online telah diakui, mulai dari aesthetic appeal, layout and functionality, serta financial security terhadap attitudinal loyalty dan behavioral loyalty yang dimediasi oleh perceived e-shopping value. Desain penelitian yang digunakan dalam penelitian ini adalah konklusif-deskriptif dengan tipe cross-sectional. Metode purposive sampling digunakan dalam penelitian ini dengan menganalisis 270 responden berjenis kelamin wanita berusia antara 17 sampai 35 tahun, berdomisili di wilayah JaBoDeTaBek dan pernah melakukan pembelanjaan produk kosmetik dan kecantikan melalui situs web Sociolla paling lama tiga bulan terakhir mulai dari Januari – Maret 2020. Metode pengumpulan data yang digunakan dalam penelitian ini adalah metode survei dengan membagikan kuesioner via online dan pengolahan data dilakukan dengan menggunakan teknik Partial Least Squares - Structural Equation Modelling (PLS-SEM). Hasil penelitian menunjukkan aesthetic appeal, layout and functionality, serta financial security memiliki pengaruh terhadap perceived e-shopping value, attitudinal loyalty dan behavioral loyalty.

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Consumer purchase intentions can be influenced by excess information during online shopping. Therefore, the importance of investing every aspect of web identity and web services in online shopping has been recognized, ranging from aesthetic appeal, layout and functionality, as well as financial security to attitudinal loyalty and behavioral loyalty mediated by perceived e-shopping value. The research design used in this study was conclusive-descriptive with cross-sectional type. The purposive sampling method was used in this study by analyzing 270 female respondents aged between 17 to 35 years, residing in the JaBoDeTaBek area and having spent cosmetics and beauty products through the Sociolla website for the latest three months starting from January - March 2020. Method data collection used in this study is a survey method by distributing questionnaires via online and data processing is carried out using Partial Least Squares - Structural Equation Modeling (PLS-SEM) techniques. The results showed that aesthetic appeal, layout and functionality, and financial security have an influence on perceived e-shopping value, attitudinal loyalty and behavioral loyalty.