SALSABILA ANANDA PUTRI, . (2026) PENGARUH MEDIA SOSIAL TIKTOK TERHADAP PERILAKU PEMAKAIAN KOSMETIK BRAND X (STUDI MAHASISWA KOSMETIKA DAN PERAWATAN KECANTIKAN ANGKATAN 2022 DAN 2023). Diploma thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh media sosial TikTok terhadap perilaku pemakaian kosmetik Somethinc pada mahasiswa D4 Kosmetika dan Perawatan Kecantikan Universitas Negeri Jakarta angkatan 2022 dan 2023. Fenomena meningkatnya penggunaan TikTok di kalangan generasi muda menjadikannya sarana utama dalam penyebaran informasi, edukasi kecantikan, serta pembentukan perilaku konsumtif. Metode penelitian yang digunakan adalah kuantitatif dengan desain cross-sectional. Pengumpulan data dilakukan melalui kuesioner daring berskala Likert (1–5) terhadap 93 responden, dan analisis data menggunakan regresi linear sederhana dengan bantuan SPSS versi 26. Hasil penelitian menunjukkan bahwa terdapat pengaruh signifikan antara paparan media sosial TikTok dan perilaku pemakaian kosmetik Somethinc, dengan nilai signifikansi 0,000 < 0,05. Dimensi frekuensi akses, durasi penggunaan, TikTok sebagai sumber pengetahuan, interaksi dengan konten Somethinc, dan kepercayaan terhadap informasi kecantikan secara bersama-sama berkontribusi terhadap pembentukan perilaku pemakaian yang mencakup pengenalan kebutuhan, pencarian informasi, evaluasi alternatif, pembelian, dan evaluasi pasca pembelian. Temuan ini menegaskan bahwa konten edukatif, kredibilitas kreator, serta interaktivitas platform TikTok berperan penting dalam meningkatkan literasi kosmetik dan loyalitas terhadap merek lokal. Secara teoretis, penelitian ini memperkuat relevansi Uses and Gratifications Theory, Social Learning Theory, dan Theory of Planned Behavior dalam menjelaskan perilaku konsumtif generasi digital. TikTok terbukti bukan hanya media hiburan, tetapi juga media edukasi yang mampu membentuk perilaku pemakaian kosmetik yang lebih sadar, kritis, dan berkelanjutan. ***** This study aims to analyze the influence of TikTok social media on the cosmetic usage behavior of Somethinc among undergraduate students of the D4 Cosmetology and Beauty Care Program at Universitas Negeri Jakarta, classes of 2022 and 2023. The increasing use of TikTok among young generations has transformed it into a major platform for disseminating beauty information, education, and shaping consumer behavior. This research employed a quantitative approach with a cross-sectional design. Data were collected through an online Likert-scale (1–5) questionnaire from 93 respondents, and analyzed using simple linear regression with SPSS version 26. The findings revealed a significant influence between TikTok exposure and cosmetic usage behavior, with a significance value of 0.000 < 0.05. Dimensions of TikTok exposure frequency of access, duration of use, TikTok as a knowledge source, interaction with Somethinc content, and trust in beauty information—collectively contributed to the formation of usage behavior, which includes need recognition, information search, alternative evaluation, purchase, and post-purchase evaluation. The results indicate that educational content, creator credibility, and TikTok’s interactivity play crucial roles in enhancing cosmetic literacy and loyalty toward local brands. Theoretically, this research reinforces the relevance of the Uses and Gratifications Theory, Social Learning Theory, and Theory of Planned Behavior in explaining digital consumer behavior. TikTok is proven not only as an entertainment platform but also as an educational medium capable of shaping more conscious, critical, and sustainable cosmetic usage behavior.
| Item Type: | Thesis (Diploma) |
|---|---|
| Additional Information: | 1). Dr. Jenny Sista Siregar, M.Hum. ; 2). Dra. Lilis Jubaedah, M.Kes. |
| Subjects: | Tata Rias > Tata Rias (Makeup) |
| Divisions: | FT > D IV Kosmetik dan Perawatan Kecantikan |
| Depositing User: | Users 32650 not found. |
| Date Deposited: | 02 Feb 2026 08:46 |
| Last Modified: | 02 Feb 2026 08:46 |
| URI: | http://repository.unj.ac.id/id/eprint/64705 |
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