PERSEPSI MAHASISWA TERHADAP KONTEN BEAUTY INFLUENCER DI TIKTOK (Studi Kasus Masker Clay Stick Mugwort Skintific)

FAHIRA SALSABILA, . (2025) PERSEPSI MAHASISWA TERHADAP KONTEN BEAUTY INFLUENCER DI TIKTOK (Studi Kasus Masker Clay Stick Mugwort Skintific). Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini mengkaji persepsi mahasiswi Program Studi Kecantikan dan Perawatan Kosmetik terhadap konten beauty influencer di platform TikTok, khususnya terkait produk Masker Clay Stick Mugwort Skintific. Dengan latar belakang meningkatnya popularitas TikTok sebagai media pemasaran digital dan peran besar beauty influencer dalam membentuk opini konsumen, studi ini bertujuan untuk memahami bagaimana persepsi mahasiswa memengaruhi minat pembelian produk kecantikan tersebut. Metode kualitatif deskriptif digunakan dengan subjek enam mahasiswi yang dipilih secara purposive, melibatkan wawancara mendalam, observasi konten, dan dokumentasi data. Hasil penelitian menunjukkan bahwa mahasiswa menilai beauty influencer sebagai sumber informasi yang kredibel dan inspiratif, namun tetap bersikap selektif dengan melakukan verifikasi tambahan sebelum memutuskan membeli. Faktor kualitas konten, interaksi sosial, serta reputasi influencer turut memengaruhi keputusan pembelian. Studi ini menegaskan bahwa meskipun pengaruh influencer kuat, keputusan pembelian mahasiswa dipengaruhi oleh berbagai pertimbangan kritis, sehingga peran beauty influencer bukanlah dominasi mutlak, melainkan bagian dari ekosistem informasi yang kompleks dan aktif. Temuan ini memberikan wawasan penting bagi strategi pemasaran digital yang ingin memaksimalkan pengaruh influencer sekaligus mempertahankan kredibilitas dan kepercayaan konsumen muda. ***** This study examines the perceptions of female students in the Beauty and Cosmetic Care Study Program regarding beauty influencer content on the TikTok platform, specifically regarding the Skintific Mugwort Clay Stick Mask. Against the backdrop of TikTok's increasing popularity as a digital marketing medium and the significant role of beauty influencers in shaping consumer opinion, this study aims to understand how student perceptions influence their intention to purchase these beauty products. A descriptive qualitative method was used with six purposively selected female students, involving in-depth interviews, content observation, and data documentation. The results indicate that students view beauty influencers as credible and inspiring sources of information, but remain selective, conducting additional verification before making a purchase. Content quality, social interaction, and influencer reputation also influence purchasing decisions. This study confirms that despite the strong influence of influencers, students' purchasing decisions are influenced by various critical considerations. Therefore, the role of beauty influencers is not absolute dominance, but rather part of a complex and active information ecosystem. These findings provide important insights for digital marketing strategies that seek to maximize influencer influence while maintaining the credibility and trust of young consumers.

Item Type:	Thesis (Diploma)
Additional Information:	1). Dr. Nurul Hidayah, S.Pd, M.Pd ; 2). Prof Dr. Neneng Siti Silfi Ambarwarti, S.Si, Apt,. M.Si.
Subjects:	Tata Rias > Tata Rias (Makeup)
Divisions:	FT > D IV Kosmetik dan Perawatan Kecantikan
Depositing User:	Fahira Salsabila .
Date Deposited:	11 Aug 2025 00:33
Last Modified:	11 Aug 2025 00:33
URI:	http://repository.unj.ac.id/id/eprint/59262

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