The Influence of Risk Factors on the Online Customer Experience Model for Beauty Products during the Covid-19 Pandemic

ABSTRACT

The results of research conducted by Katadata in 2020 when the Covid-19 pandemic hit Indonesia showed that beauty products had the 2 highest sales after fashion. On the other hand, during the Covid-19 pandemic (social restrictions imposed), where not everyone was allowed to gather face-To-face, educational activities at school and college were conducted online. Everyone generally uses beauty products, however, during a pandemic, beauty product sales are still the 2nd highest. From this situation, this research was conducted with research questions, how do risk factors affect the Online Customer Experience Model specifically for beauty products during the covid-19 pandemic. This study uses 436 respondents who are customers of beauty products. This study uses quantitative methods with the Structural Equation Model and Partial Lease Square (SEM-PLS) techniques. It was found that the risk factors affecting the Affective Stage of 0.183 (18.3%), the risk factors affecting the Cognitive Stage of 0.127 (12.7%), the risk factors influencing the 0.225 (22.5%), the effect of risk factors on perceived control of 0.394 (39.4), the influence of factors risk of 0.089 (8.9%) on Repurchase Intention, the effect of risk factors on Trust in Online Shopping. The results of this research are very useful for industrial product development, especially the beauty industry. © 2022 ACM.