45 4. CHAPTER 4 DATA RESULTS AND ANALYSIS 4.1. Quantitative Analysis The quantitative data results and analysis chapter provides a detailed presentation of the findings from the data analysis. This study employed SmartPLS4 software to assess the models, utilizing partial least square structural equation modeling (PLS-SEM) to analyze the quantitative data. As previously discussed, PLS-SEM is particularly useful in marketing and business research due to its ability to handle complex models with multiple constructs and indicators, even when the sample size is relatively small or the data does not meet the normality assumptions required by other techniques (Hair et al., 2011). The PLS-SEM analysis involved assessing both the measurement and structural models. The measurement model ensured the reliability and validity of the constructs, while the structural model evaluated the significance of the hypothesized relationships between predictors and the outcome. Various hypotheses were formulated to examine the impact of predictors on the outcome. For this study, a total of 507 samples were collected. The questionnaire was distributed to individuals who regularly purchase cosmetics or personal care products online and experience some degree of confusion. Quantitative data collection was conducted online through the distribution of a Google Form questionnaire via social media and online beauty communities. After screening, two questionnaires were eliminated due to inaccurate responses (e.g., giving identical responses to all questions). Thus, 505 valid questionnaires were used in this research. 4.1.1. Demographic Profile of Respondents Age of Respondents The demographic profile of respondents reveals a significant age distribution. The respondents' age distribution in this study is detailed as follows: a majority of 312 respondents, accounting for 61.8% of the sample, are within the 18-24 years age range. This is followed by 123 respondents aged 25-29 years, making up 24.4% of the sample. The remaining 70 respondents, or 13.9% of the total, fall into the 30- years age category. This distribution highlights the focus on a younger demographic, which is 46 particularly relevant given their active engagement in the cosmetics and personal care market and their prevalent use of digital platforms for purchasing and information gathering. Figure 4.1. Age of respondents Domicile of Respondents The demographic profile of respondents also includes their domicile distribution, with all participants residing on Java Island. West Java contributes the largest portion with 155 respondents, accounting for 30.7% of the sample. West and East Java follow with 90 and 89 respondents, representing 17.8% and 17.6% respectively. Central Java and DKI Jakarta each have 73 respondents, making up 14.5% of the sample. DI Yogyakarta includes 59 respondents, which is 11.7%, and Banten is represented by 39 respondents, accounting for 7.7% of the total. The study's diverse sampling across Java Island allows it to capture a broad range of consumer experiences and behaviors, thereby strengthening the reliability of the findings. The variety in respondents' domiciles supports a comprehensive analysis of consumer confusion and decision- making, providing a well-rounded understanding of online shopping behavior across different areas within the region. 47 Figure 4.2. Domicile of respondents 4.1.2. Behavioral Profile of Respondents Purchase Frequency The diverse distribution of purchase frequencies among respondents reflects varying levels of consumer engagement with online platforms for cosmetics and personal care products. The significant portion of respondents who purchase several times a month, constituting 186 individuals (36.8%), suggests a high level of activity and regular interaction with online shopping channels. Conversely, those who make purchases several times a year, accounting for 162 respondents (32.1%), may engage less frequently but still contribute to the overall sample. Additionally, individuals with a monthly buying pattern represent another segment of consumers, with 136 respondents (26.9%) indicating this frequency. The remaining 21 respondents (4.2%) reporting rare purchases indicate the presence of occasional or infrequent online shoppers within the sample. This diverse distribution of purchase frequencies among respondents provides valuable insights into consumer behavior in the online cosmetics and personal care industry. 48 Figure 4.3. Purchase frequency of respondents Average Monthly Spending Among the respondents, 73 individuals (14.5%) reported spending less than Rp100.000,00 on cosmetics and personal care products monthly. A significant majority, comprising 289 respondents (57.2%), indicated a monthly spending range between Rp100.000,01 and Rp250.000,00. Additionally, 112 respondents (22.2%) reported a monthly expenditure ranging from Rp250.000,00 to Rp500.000,00 on these products. A smaller yet notable group of 31 respondents (6.1%) reported spending more than Rp500.000,00 monthly. This range of spending behaviors reflects the diverse preferences and priorities consumers have when it comes to buying cosmetics and personal care products. Ranging from those who adopt more conservative budgeting approaches to those who are more willing to make significant investments, this data provides a comprehensive understanding of consumer behavior in relation to spending patterns within the online shopping landscape. 49 Figure 4.4. Average monthly spending of respondents Online Shopping Platform The significant preference towards ecommerce platforms, as indicated by 478 respondents (94.7%), underscores the prominence of these channels in the online shopping landscape for cosmetics and personal care products. Platforms like Tokopedia, Shopee, and Lazada serve as primary hubs for consumer transactions, offering a wide range of products and convenient shopping experiences. Conversely, the smaller fraction of respondents, totaling 19 individuals (3.8%), who favor official brand platforms highlights a niche segment of consumers who prioritize direct interactions with specific brands through their dedicated apps or websites such as Sephora.co.id and Sociolla.com. Additionally, the 8 respondents (1.6%) who identified social media platforms like Instagram, TikTok, and WhatsApp as their preferred channels indicate the growing influence of social commerce in shaping consumer purchasing behaviors. These varied preferences provide insight into the range of channels consumers opt for in online shopping, indicating the diverse landscape of the digital marketplace for beauty and personal care products. 50 Figure 4.5. Most used online shopping platform Key Factors Influencing Purchase Decisions In the context of consumer decision-making within the cosmetics and personal care industry, the provided bar chart visually represents the key factors influencing purchase decisions.