PENGARUH KREDIBILITAS KONTEN TIKTOK @DOKTERDETEKTIF TERHADAP MINAT BELI PRODUK SKINCARE

ASRIV NURUL AL FARIS, . (2025) PENGARUH KREDIBILITAS KONTEN TIKTOK @DOKTERDETEKTIF TERHADAP MINAT BELI PRODUK SKINCARE. Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Industri skincare mengalami pertumbuhan pesat yang diiringi dengan maraknya promosi berlebihan oleh produk yang menjanjikan hasil instan tanpa dasar yang jelas. Kondisi ini menimbulkan keresahan di kalangan konsumen dan mendorong kebutuhan akan konten edukatif yang kredibel. Akun @dokterdetektif hadir sebagai respons terhadap fenomena tersebut, dengan konsisten mengulas produk skincare berdasarkan hasil uji laboratorium dan menarik perhatian publik karena dianggap memberikan informasi yang objektif dan dapat dipercaya. Penelitian ini bertujuan untuk mengetahui pengaruh dan mengukur seberapa besar pengaruh kredibilitas konten TikTok @dokterdetektif terhadap minat beli produk skincare. Penelitian yang digunakan adalah kuantitatif dengan metode survei. Sampel sebanyak 100 responden dipilih dari pengikut akun @dokterdetektif yang aktif menonton konten skincare di TikTok. Instrumen penelitian berupa kuesioner disusun berdasarkan indikator dari teori source credibility, meliputi keahlian (expertise), kepercayaan (trustworthiness), dan daya tarik (attractiveness), serta indikator minat beli yang terdiri dari minat ekploratif, referensial, preferensial, dan transaksional. Data dianalisis menggunakan uji validitas, reliabilitas, regresi linear sederhana, koefisien determinasi dan hasil uji parsial menunjukkan bahwa nilai t hitung (10,456) > t tabel (1,984) dengan signifikansi < 0,05. Nilai koefisien determinasi (R2) sebesar 0,527 menunjukkan bahwa 52,7% variasi minat beli dijelaskan oleh kredibilitas konten. Hasil penelitian menunjukkan bahwa konten yang disampaikan oleh akun TikTok @dokterdetektif secara signifikan mempengaruhi minat beli masyarakat terhadap produk skincare, sehingga dapat menjadi strategi efektif dalam komunikasi digital di media sosial. ***** The skincare industry has experienced rapid growth, accompanied by an increase in exaggerated promotional claims by products promising instant results without clear scientific basis. This situation has raised concerns among consumers and driven the need for credible educational content. The TikTok account @dokterdetektif emerfed in response to this phenomenon, consistently reviewing skincare products based on laboratory testing, and gaining public attention for providing objective and trustworthy information. This study aims to determine and measure the extent to which the credibilty @dokterdetektif TikTok content influences consumers purchase intention of skincare products. This research employs a quantitative approach with a survei method. A sample of 100 respondents was selected from the followers of the @dokterdetektif account who actively watch skincare related content on TikTok. The research instrument was a questionnaire developed based on the indicators of the source credibility theory, which includes expertise, trustworthiness, and attractiveness, as well as purchase intention indicators, including exploratory, referential, preferential, and transactional intentions. Data were analyzed using validity tests, reliability test, simple linear regression, the coefficient of determination, and a partial test. The results showed that the t-count (10.456) > t table (1.984) with a significance value of < 0.05. The coefficient of determination (R2) was 0.527, indicating that 52.7% of the variance in purchase intention is explained by content credibility. The findings show that the content presented by the TikTok account @dokterdetektif significantly influences consumer purchase intention toward skincare products, highlightingn its potensial as an effective strategy in digital communication on social media platforms.

Item Type:	Thesis (Diploma)
Additional Information:	1). Qoryna Noer Seyma, M.Si
Subjects:	Ilmu Sosial > Ilmu Sosial (Umum) Ilmu Sosial > Komunikasi Manajemen > Perilaku Konsumen
Divisions:	FIS > D IV Hubungan Masyarakat dan Komunikasi Digital
Depositing User:	Users 28018 not found.
Date Deposited:	25 Jul 2025 02:11
Last Modified:	25 Jul 2025 02:11
URI:	http://repository.unj.ac.id/id/eprint/56736

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