PERSEPSI KONSUMEN PADA PRODUK SKINCARE DAVIENNA SETELAH ISU VIRAL DI TIKTOK: STUDI KASUS @DOKTERDETEKTIF

ANDREANA LAURENCIA, . (2025) PERSEPSI KONSUMEN PADA PRODUK SKINCARE DAVIENNA SETELAH ISU VIRAL DI TIKTOK: STUDI KASUS @DOKTERDETEKTIF. Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui persepsi konsumen terhadap kualitas produk Davienna Skincare setelah munculnya isu overclaim yang diulas oleh influencer TikTok @dokterdetektif. Isu ini menjadi perhatian publik karena menyangkut kebenaran klaim manfaat produk yang telah banyak beredar di media sosial. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik analisis tematik berdasarkan kerangka Cognitive Dissonance Theory (CDT) yang mencakup tiga dimensi utama: Emotional, Wisdom of Purchase, dan Concern Over the Deal. Data dikumpulkan melalui wawancara mendalam terhadap lima informan yang dipilih secara purposive sesuai kriteria penelitian, kemudian dianalisis dengan bantuan perangkat lunak NVivo 12 Pro untuk mengidentifikasi tema-tema utama. Hasil penelitian menunjukkan bahwa isu overclaim yang dipublikasikan oleh influencer memicu dampak negatif yang signifikan terhadap persepsi konsumen. Dampak tersebut mencakup penurunan tingkat kepercayaan terhadap merek, munculnya kekecewaan dan kemarahan emosional, kekhawatiran terkait keamanan dan kualitas produk, hingga penyesalan atas keputusan pembelian yang telah dilakukan. Faktor kredibilitas influencer terbukti memperkuat persepsi negatif konsumen, karena informasi yang disampaikan dianggap objektif dan memiliki pengaruh luas. Temuan ini menegaskan pentingnya kejujuran dalam penyampaian klaim produk, serta menunjukkan bahwa ulasan influencer mampu membentuk, mengubah, bahkan meruntuhkan opini publik. Dalam konteks industri skincare yang kompetitif, transparansi informasi dan integritas merek menjadi kunci utama untuk mempertahankan loyalitas dan kepercayaan konsumen. Kata Kunci: Persepsi Konsumen, Overclaim, Cognitive Dissonance Theory, Influencer *** This study aims to explore consumer perceptions of the quality of Davienna Skincare products following the emergence of an overclaim issue reviewed by the TikTok influencer @dokterdetektif. The issue gained public attention as it concerned the accuracy of product benefit claims widely circulated on social media. The research adopts a descriptive qualitative approach with thematic analysis, grounded in the framework of Cognitive Dissonance Theory (CDT), encompassing three main dimensions: Emotional, Wisdom of Purchase, and Concern Over the Deal. Data were collected through in-depth interviews with five informants selected purposively according to the study criteria, and subsequently analyzed using NVivo 12 Pro software to identify key themes. The findings reveal that the overclaim issue publicized by the influencer triggered significant negative impacts on consumer perceptions. These impacts include a decline in brand trust, emotional disappointment and anger, concerns regarding product safety and quality, as well as regret over purchase decisions. The influencer’s credibility was found to reinforce negative consumer perceptions, as the information provided was perceived as objective and widely influential. These results underscore the importance of honesty in product claim communication and demonstrate that influencer reviews have the power to shape, alter, and even dismantle public opinion. In the highly competitive skincare industry, information transparency and brand integrity are essential for maintaining consumer loyalty and trust. Keywords: Consumer Perception, Overclaim, Cognitive Dissonance Theory, Influencer.

Item Type:	Thesis (Diploma)
Additional Information:	1. Dr. M. Edo Suryawan Siregar, S.E., M.B.A. ; 2. Adnan Kasofi, S.Pd., MBA
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Andreana Laurencia .
Date Deposited:	12 Aug 2025 03:13
Last Modified:	12 Aug 2025 03:13
URI:	http://repository.unj.ac.id/id/eprint/59903

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