The Role of Consumer Involvement in Skin Care Product Purchasing Decisions

Oct 13, 2025 by leolavanderia.com.br 52 views

Introduction

In today's digital age, consumer involvement in choosing skin care products is on the rise, particularly in the Somethingian brand. This study aims to explore how consumer involvement influences the decision to purchase skin care products in the brand in Indonesia. Consumer involvement can be defined as a state of motivation, interest, or curiosity that is not directly visible, but can be triggered by certain stimuli or situations. This sense of involvement plays a crucial role in the process of searching for information, data processing, and decision making.

Methodology

This study involved 370 respondents aged 13 to 30 years who had knowledge of skin care products from the Somethinc brand and often used social media to find information related to these products. The research method used was a quantitative method with random sampling techniques. Data was collected using a Likert scale, which included purchasing decisions and consumer involvement in skin care products in the Somethingcine brand. Simple regression analysis was applied to test the proposed hypothesis.

Results

The results showed that consumer involvement had a positive impact on the purchasing decision of skin care products on the Somethinc brand by 42.4%. This means that the higher the level of consumer involvement, the greater the effect in making purchasing decisions. Meanwhile, 57.6% of purchasing decisions are still influenced by other factors that are not examined in this study.

The Role of Consumer Involvement in Skin Care Product Purchasing Decisions

Consumer involvement is one of the important indicators in the world of marketing. In the context of skin care products, this involvement includes several elements, such as emotional needs, knowledge of products, and how often consumers do research before deciding to buy. High involvement is often directly proportional to consumer loyalty to the brand.

The Importance of Social Media in Consumer Involvement

Something, as a brand that is popular among the younger generation, utilizes social media to get closer to its consumers. Through informative and interactive content, this brand is able to create a closer relationship with the audience, which in turn increases involvement. When consumers feel more involved, they tend to make more frequent and more responsible purchases.

Other Factors Influencing Purchasing Decisions

In addition to consumer involvement, other factors that influence purchasing decisions should also be observed. For example, product quality, price, reviews from other users, as well as recommendations from influencers or beauty experts. The combination of various elements can be a consideration for consumers in choosing skin care products that are in accordance with their needs and preferences.

The Importance of Innovation in Marketing Strategies

In order to improve brand performance and attract consumer attention, it is essential for something to continue to innovate in marketing strategies. Building content that is relevant and attractive and maintaining interaction with consumers will help this brand to not only maintain loyal customers, but also attract new customers. By understanding and utilizing the influence of consumer involvement, something can strengthen its position in the Indonesian Skin Care Market.

Conclusion

In conclusion, consumer involvement plays a significant role in the purchasing decisions of skin care products on the Something brand. By understanding the importance of consumer involvement, something can develop effective marketing strategies to attract and retain customers. The brand's use of social media and innovative marketing strategies can help to increase consumer involvement and loyalty, ultimately leading to improved brand performance.

Recommendations

Based on the findings of this study, the following recommendations are made:

Something should continue to utilize social media to create a closer relationship with its consumers and increase involvement.
The brand should develop content that is relevant and attractive to its target audience.
Something should maintain interaction with its consumers to build loyalty and attract new customers.
The brand should consider other factors that influence purchasing decisions, such as product quality, price, and reviews from other users.

By implementing these recommendations, something can strengthen its position in the Indonesian Skin Care Market and improve its brand performance.

Limitations of the Study

This study has several limitations, including:

The study only examined the impact of consumer involvement on purchasing decisions of skin care products on the Something brand.
The study did not examine other factors that influence purchasing decisions, such as product quality and price.
The study only involved 370 respondents, which may not be representative of the larger population.

Future Research Directions

Future research should aim to examine the impact of consumer involvement on purchasing decisions of skin care products on other brands. Additionally, research should be conducted to examine other factors that influence purchasing decisions, such as product quality and price. By understanding the complex factors that influence purchasing decisions, marketers can develop effective strategies to attract and retain customers.

References

[List of references cited in the study]

Note: The references should be listed in a separate section at the end of the article, and should include all sources cited in the study.

Q: What is consumer involvement, and how does it affect purchasing decisions?

A: Consumer involvement refers to a state of motivation, interest, or curiosity that is not directly visible, but can be triggered by certain stimuli or situations. It plays a crucial role in the process of searching for information, data processing, and decision making. In the context of skin care products, consumer involvement can lead to a higher level of engagement and loyalty to the brand.

Q: How does the Something brand utilize social media to increase consumer involvement?

A: The Something brand uses social media to create a closer relationship with its consumers by sharing informative and interactive content. This helps to increase consumer involvement and loyalty, as consumers feel more connected to the brand and its products.

Q: What other factors influence purchasing decisions of skin care products?

A: Other factors that influence purchasing decisions of skin care products include product quality, price, reviews from other users, and recommendations from influencers or beauty experts. These factors can be considered in conjunction with consumer involvement to make informed purchasing decisions.

Q: How can the Something brand improve its brand performance and attract consumer attention?

A: The Something brand can improve its brand performance and attract consumer attention by continuing to innovate in marketing strategies. This can include building content that is relevant and attractive to its target audience, maintaining interaction with consumers, and understanding and utilizing the influence of consumer involvement.

Q: What are the limitations of this study?

A: This study has several limitations, including:

The study only examined the impact of consumer involvement on purchasing decisions of skin care products on the Something brand.
The study did not examine other factors that influence purchasing decisions, such as product quality and price.
The study only involved 370 respondents, which may not be representative of the larger population.

Q: What are the future research directions for this study?

A: Future research should aim to examine the impact of consumer involvement on purchasing decisions of skin care products on other brands. Additionally, research should be conducted to examine other factors that influence purchasing decisions, such as product quality and price. By understanding the complex factors that influence purchasing decisions, marketers can develop effective strategies to attract and retain customers.

Q: What are the implications of this study for marketers and businesses?

A: The findings of this study have implications for marketers and businesses in the skin care industry. By understanding the importance of consumer involvement and utilizing social media and innovative marketing strategies, businesses can increase consumer engagement and loyalty, ultimately leading to improved brand performance.

Q: How can consumers make informed purchasing decisions about skin care products?

A: Consumers can make informed purchasing decisions about skin care products by considering factors such as product quality, price, reviews from other users, and recommendations from influencers or beauty experts. Additionally, consumers can engage with brands on social media and participate in online communities to increase their knowledge and involvement in the purchasing process.

Q: What are the benefits of consumer involvement in the purchasing process?

A: The benefits of consumer involvement in the purchasing process include increased engagement and loyalty to the brand, improved decision making, and a more satisfying purchasing experience. By involving consumers in the purchasing process, businesses can build trust and loyalty with their customers, ultimately leading to improved brand performance.

Q: How can businesses measure consumer involvement and its impact on purchasing decisions?

A: Businesses can measure consumer involvement and its impact on purchasing decisions by using metrics such as social media engagement, customer feedback, and sales data. By tracking these metrics, businesses can gain insights into the effectiveness of their marketing strategies and make data-driven decisions to improve their brand performance.

Q: What are the challenges of measuring consumer involvement and its impact on purchasing decisions?

A: The challenges of measuring consumer involvement and its impact on purchasing decisions include:

Defining and measuring consumer involvement
Identifying the most effective metrics to track
Analyzing and interpreting data to inform marketing strategies
Balancing the need for data-driven decision making with the need for creative and innovative marketing approaches

Q: How can businesses use data to inform their marketing strategies and improve consumer involvement?

A: Businesses can use data to inform their marketing strategies and improve consumer involvement by:

Analyzing social media engagement and customer feedback to identify trends and patterns
Tracking sales data and customer behavior to understand the impact of marketing strategies
Using data to identify areas for improvement and optimize marketing efforts
Continuously monitoring and adjusting marketing strategies to ensure they are effective and engaging for consumers.