Pengaruh Keterlibatan Konsumen terhadap Keputusan Pembelian Produk Perawatan Kulit pada Merek Somethinc

Abstract

This study aims to determine the effect of consumer involvement on purchasing decisions of skin care products at the Something 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 type 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 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 purchase decision and consumer involvement in skin care products at brand Somethinc. The simple regression analysis method is a data analysis method used to test the hypotheses that have been proposed. The results showed that consumer involvement in purchasing decisions for skin care products at the Somethinc brand had a positive effect of 42.4% while the remaining 57.6% was influenced by other factors not examined in this 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.