The Effect of Consumer Involvement on The Purchasing Decision of Skincare Products in The Somethinc Brand

Abstract

This study aims to determine the effect of consumer involvement on purchasing decisions of skin care products at the Somethinc brand in Indonesia. Consumer involvement is an unobservable state of motivation, arousal, or interest. It is evoked by a particular stimulus or situation and has driven properties. Its consequences are types of searching, information processing, and decision-making. The subjects in this study were 370 respondents aged 13 to 30 years. Knowing skin care products in the brand Somethinc and using social media to find information related to skin care products. The research method used in this study is a quantitative method using accidental sampling. The method for collecting data using a Likert scale, which is a scale of the purchase decision and consumer involvement in skin care products at the brand Somethinc. The simple regression analysis method is a data analysis method used to test the hypotheses that have been proposed. According to the study, it is evident that the positive effect of 42.4% in purchasing skin care products from Somethinc is directly linked to consumer involvement. The remaining 57.6% is influenced by other factors not examined in the study. This shows that the higher the level of consumer involvement, the more they influence consumers when making purchasing decisions for skin care products at the Somethinc brand. Keywords: Consumer Involvement, Purchase Decision, Somethinc