The Influence of Online Shopping Experience, Digital Discounts, and Trust on Generation Z's Purchase Intention for Skincare Products on the Shopee App, Mediated by Consumer Satisfaction (2026)

Abstract

Purchase intention for skincare products among Generation Z on marketplaces does not always follow the size of a platform’s user base, so its drivers need to be examined. This study aims to analyze the effect of online shopping experience, digital discounts, and trust on purchase intention for skincare products among Generation Z on the Shopee application, with customer satisfaction as a mediating variable. The study used a quantitative approach with purposive sampling of 125 respondents who had bought skincare on Shopee. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results show that all three variables have a positive and significant effect on customer satisfaction, and customer satisfaction is the strongest determinant of purchase intention (β = 0.660). Trust directly affects purchase intention, whereas the direct effect of online shopping experience is not significant. Customer satisfaction mediates the effect of all three variables on purchase intention, fully for online shopping experience and partially for trust. Shopee and skincare sellers are advised to prioritize building trust, designing transparent discounts, and improving the shopping experience in ways that generate customer satisfaction.