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"Penelitian ini bertujuan untuk menganalisis pengaruh perceived availability of information di social media Shopee terhadap intention to apply melalui reputation dan identity congruence. Penelitian ini menggunakan pendekatan kuantitatif dengan jumlah sampel sebanyak 156 responden dari kalangan Milenial di DKI Jakarta dengan metode non-probability sampling yaitu convenience sampling. Analisis data menggunakan metode simple regression, multiple regression,path analysis dan juga sobel testPengukuran variabel perceived availability of information menggunakan pengukuran dari Kissel dan Büttgen (2015), variabel Intention to Apply menggunakan teori dari Highhouse et al (2003), variabel company reputationmenggunakan teori dari Bergami dan Bagozzi (200), dan variabel identity congruence menggunakan teori dari Kissel dan Büttgen (2015). Hasil pada penelitian ini menemukan bahwa perceived availability of imemiliki pengaruh yang signifikan terhadap reputation perceived availability of information memiliki pengaruh yang signifikan terhadap identity congruence perceived availability of information memengaruhi intention to apply secara signifikan; reputation tidak memediasi pengaruh perceived availability of information terhadap intention to apply tidak memediasi pengaruh perceived availability of information terhadap intention to apply This study aims to analyze the influence of perceived availability of information on Shopee’s social media on intention to apply through reputation and identity congruence. This research uses a quantitative approach with a sample of 156 respondents from the Millennials in DKI Jakarta with a non-probability sampling method, namely convenience sampling. Data analysis using simple regression methods, multiple regression, path analysis and also sobel tests. The measurement of perceived availability of information uses Kissel and Büttgen (2015), the intention to apply variable uses theory from Highhouse et al (2003), the company reputation variable uses theory from Bergami and Bagozzi (200), and the identity congruence variable uses theory from Kissel and Büttgen (2015). The results of this study found that perceived availability of information has a significant effect on reputation; perceived availability of information has a significant effect on identity congruence; perceived availability of information significantly influences intention to apply; reputation does not mediate the effect of perceived availability of information on intention to apply; identity congruence does not mediate the effect of perceived availability of information on intention to apply."

"Pasar produk kecantikan yang ramah lingkungan serta preferensi masyarakat terhadap produk yang alami di dunia saat ini sedang mengalami perkembangan. Sementara itu, perempuan usia muda merepresentasikan perkembangan segmentasi konsumen terhadap produk kecantikan dan perawatan yang ramah lingkungan. Meskipun demikian, penelitian mengenai perilaku konsumen terhadap produk natural skincare saat ini masih sedikit. Oleh karena itu, penelitian ini dilakukan untuk memahami intensi perilaku perempuan muda terhadap pembelian produk natural skincare di Jabodetabek Indonesia. TPB Theory of Planned Behavior, yang mana sering digunakan dalam penelitian terdahulu terhadap perilaku konsumen digunakan sebagai dasar teori dalam penelitian. Selanjutnya, variabel yang digunakan untuk memprediksi perilaku konsumen terhadap produk natural skincare dipengaruhi oleh empat faktor lainnya: kesadaran kesehatan, pengetahuan terhadap produk, persepsi harga, dan persepsi ketersediaan. Survei terhadap 227 responden dilakukan melalui kuesioner yang terstruktur. Data kemudian dianalisa menggunakan Structural Equation Modeling SEM. Hasil yang diperoleh adalah kesadaran kesehatan, persepsi harga dan persepsi ketersediaan memiliki pengaruh terhadap sikap perempuan muda terhadap produk natural skincare. Selanjutnya, sikap terhadap produk natural skincare dan norma subjektif terbukti memiliki pengaruh pada sikap terhadap pembelian produk natural skincare. Sementara itu, hanya norma subjektif yang tidak memiliki pengaruh terhadap intensi perempuan muda untuk membeli produk natural skincare.

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The market of green beauty products and consumer preference for naturally derived ingredients are expanding worldwide. In addition, young women represent an emerging ecological segment for green beauty and personal care products. However, there are still few researches about consumer behavior towards natural skincare products. Hence, the purpose of this research is to investigate young female consumers rsquo behavioral intention with regard to purchasing natural skincare products in Jabodetabek, Indonesia. The Theory of Planned Behavior was used for the research as it is one of the most widely used theories for investigating consumers rsquo behavioral intention. This research also used attitude towards natural skincare product as an additional variable to predict TPB. The variable was influenced by four more factors health consciousness, product knowledge, perceived price, and perceived availability to predict attitude towards natural skincare products. The survey for this research was collected from 227 respondents through structured questionnaires. The data was analyzed using SEM Structural Equation Modeling . Results have confirmed that health consciousness, perceived price, and perceived availability influence young female consumers attitude towards natural skincare products. The results also showed that attitude towards natural skincare products and subjective norm positively influence attitude towards purchasing natural skincare products. Meanwhile, subjective norm does not have any influences in purchasing intention."