The Effect of Product Content Quality, Social Proof and Promotion Attractiveness on Trust, Perceived Value, and Purchase Intention for Baby Care Products on Shopee in Jabodetabek

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Nainggolan, Martio Orleigh Prakasha (2026) The Effect of Product Content Quality, Social Proof and Promotion Attractiveness on Trust, Perceived Value, and Purchase Intention for Baby Care Products on Shopee in Jabodetabek. Masters thesis, IPMI Institute.

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Abstract

The growth of e-commerce has made Shopee a convenient channel for purchasing baby care products in Indonesia. Yet consumers cannot inspect these products before buying and must rely on product information, customer reviews, and promotional offers to evaluate available choices. This study examines how Product Content Quality and Social Proof influence Trust, how Promotion Attractiveness influences Perceived Value, and how Trust and Perceived Value affect Purchase Intention for baby care products on Shopee in Jabodetabek. Using a quantitative survey and purposive sampling, data were collected from 200 female respondents aged 25–35 residing in Jabodetabek who had purchased baby care products through an online marketplace within the previous 12 months and had previous experience purchasing baby care products through Shopee. A pilot test involving 30 respondents preceded the main survey, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The standardized path coefficients (β), which indicate the strength and direction of the relationships, showed that Product Content Quality (β = 0.579) and Social Proof (β = 0.356) had positive and significant effects on Trust, while Promotion Attractiveness positively influenced Perceived Value (β = 0.739). Trust (β = 0.615) and Perceived Value (β = 0.224) also positively influenced Purchase Intention, with Trust showing the stronger relationship. Together, Trust and Perceived Value explained 62.6% of the variance in Purchase Intention. These findings suggest that although attractive promotions strengthen consumers’ perceptions of value, reliable product information and credible customer reviews are important for building Trust, which is more strongly associated with Purchase Intention. For baby care brands and Shopee sellers, the results emphasize the need to prioritize clear product content and credible reviews alongside relevant promotions.

Keywords: Product Content Quality, Social Proof, Promotion Attractiveness, Trust, Perceived Value, Purchase Intention

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Thesis > Master of Business Administration
Depositing User:	sandra margaretha
Date Deposited:	24 Oct 2026 04:29
Last Modified:	24 Oct 2026 04:29
URI:	http://repository.ipmi.ac.id/id/eprint/3092

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