DOI of the published article https://orcid.org/0000-0001-8361-7310
The Influence of Somethinc Skincare Advertising Commodification on Consumer Purchasing Decision
Pengaruh Komodifikasi Iklan Skincare Somethinc terhadap Keputusan Pembelian Konsumen
DOI:
https://doi.org/10.21070/ups.7383Keywords:
Commodification, Advertising, Somethinc Skincare, Purchase DecisionAbstract
This study investigates the impact of somethinc skincare advertising commodification on consumer purchasing decisions. Commodification transforms communication into a marketable commodity, with somethinc ads promoting not only products but also specific values and lifestyles. Using a quantitative approach, questionnaires were distributed to 85 somethinc consumers. The results show a significant positive effect of advertising commodification on purchasing decisions, with a t-value (4.382) exceeding the t-table value (1.663). The effect size of 18.8% indicates a medium correlation. These findings confirm that advertising commodification influences consumer decisions when purchasing somethinc skincare products.
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