Navigating Consumer Behavior in the Niche Market of Artisan Tea Blends: Insight from Indonesia’s E-Commerce Sector

This research explores the factors that influence consumer behavior when purchasing artisan tea blends through e-commerce platforms. It investigates how aspects such as personal characteristics, cultural perceptions, trust endorsements, perceived usefulness, perceived ease of use, and online shopping preferences affect purchase intentions, using quantitative methods. The findings from Partial Least Squares Structural Equation Modelling (PLS-SEM) indicate that cultural perceptions, personal traits, and trust endorsements significantly influence purchase intentions, while perceived usefulness and online shopping preferences have less impact. These results suggest that for niche products like artisan tea blends, online marketing strategies should focus on cultural relevance, building trust, and understanding consumer characteristics to drive engagement and purchases.