The Role of Content Quality and Institutional Trust in Shaping Perceived Value and Purchase Intention for Body Care Products on E-Commerce Platforms

This study seeks to analyze the substantial impact of platform informativeness and entertainment, assess the efficacy of information content on perceived value, explore the influence of the perceived effectiveness of e-commerce institutional mechanisms on perceived value, and evaluate the effect of perceived value on purchase intention for body care products on the Shopee and Tokopedia platforms. A quantitative research methodology was employed, rooted in positivist philosophy, utilizing a survey-based approach and Partial Least Squares Structural Equation Modeling (PLS-SEM) for data analysis. The sample comprised respondents who had acquired local body care goods from Shopee or Tokopedia and fulfilled designated screening criteria. The results show that the perceived value of a platform is not greatly affected by how informative it is or how effective its institutional procedures are. However, the perceived worth of a platform is greatly increased by how entertaining it is and how effective its information content is. Additionally, perceived value significantly enhances purchasing intention. The primary value of this research is its comprehensive framework, which underscores the significance of digital content quality and institutional trust elements in influencing consumer behavior within the Indonesian e-commerce context. This study gives theoretical insights into the roles of content and platform perception in consumer decision-making and offers practical advice for local body care firms to enhance their digital strategies for boosting customer engagement and purchase intentions.