How Digital Conversations Shape Generation Z’s Local Skincare Choices: Dataset of Social Media eWOM and Purchase Intention

Description

This dataset contains survey data collected from Generation Z consumers living in the Greater Jakarta (Jabodetabek) area, including Jakarta, Bogor, Depok, Tangerang, and Bekasi. The study explores how digital conversations on social media influence Generation Z’s perceptions and purchase intentions toward Indonesian local skincare products. The research focuses on information quality, information credibility, needs of information, attitude towards information, information usefulness, information adoption, and purchase intention. Data were collected through an online questionnaire using a 5-point Likert scale. Respondents were Generation Z aged 14–29 who live in Jabodetabek, have an interest in Indonesian local skincare products, have internet access, and are active social media users with experience reading skincare product reviews on social media. A total of 315 Generation Z participants completed the survey. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS to examine the relationships among the research variables and test the proposed hypotheses. The findings indicate that information quality, information credibility, needs of information, and attitude towards information influence information usefulness, while information usefulness influences information adoption, and information adoption influences purchase intention. The dataset can be used to understand how social media eWOM information is evaluated, adopted, and translated into purchase intention among Generation Z consumers of Indonesian local skincare products.

Institutions

• Binus University

  Jakarta, Jakarta

Categories

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