From Indigenous Resource to Market Acceptance: Digital Social Influence and Consumer Heterogeneity in Papua Red Fruit-Based Cosmetics
DOI:
https://doi.org/10.53905/Gimer.v2i03.12Keywords:
indigenous cosmetics, papua red fruit, digital social influence, consumer heterogeneity, purchase intention, natural products, willingness to payAbstract
Purpose of the study: Indigenous botanical resources are increasingly considered potential sources of sustainable cosmetic innovation, yet their market acceptance depends on how consumers perceive product value, credibility, naturalness, and digitally mediated information. Papua Red Fruit (Pandanus conoideus Lam.) represents an underexplored indigenous resource for cosmetic applications. This study examined the factors associated with purchase intention toward Papua Red Fruit-based cosmetics and explored heterogeneity in consumer perception profiles.
Materials and Methods: A cross-sectional quantitative study was conducted using an online survey. After data screening, 3,409 valid responses were analyzed. Multiple linear regression examined associations between Digital Social Influence, Market Willingness to Pay, Natural Product Orientation, Trust in Natural Product Claims, Age, and Purchase Intention. K-Means clustering was subsequently applied to the four perception constructs to identify exploratory consumer profiles.
Results: The regression model was significant and explained 41.2% of the variance in Purchase Intention (R² = .412, p < .001). Digital Social Influence was the strongest predictor (β = .303), followed by Natural Product Orientation (β = .266), Market Willingness to Pay (β = .224), Trust in Natural Product Claims (β = .193), and Age (β = .116), all p < .001. K-Means identified two exploratory perception profiles, with substantial differences across the four perception dimensions. Natural Product Orientation showed the largest standardized difference (d = 1.34).
Conclusions: Market acceptance of Papua Red Fruit-based cosmetics is multidimensional and strongly associated with digital social influence, natural-product orientation, economic willingness to pay, and trust. The findings highlight consumer heterogeneity as an important consideration in commercializing indigenous cosmetic resources.
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Copyright (c) 2026 Siwi Putri Andini, Miranti Andhita Scantya, Leonard Goeirmanto (Author)
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