TYAS, AMANDA AYUNING (2025) PENGARUH KREDIBILITAS REIZUKA ARI DALAM KONTEN TIKTOK AFFILIATE TERHADAP MINAT BELI PRODUK SKINCARE LOCAL BRAND. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (423kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02 BAB 1.pdf Restricted to Registered users only Download (386kB) |
|
|
Text (BAB II)
03 BAB 2.pdf Restricted to Registered users only Download (336kB) |
|
|
Text (BAB III)
04 BAB 3.pdf Restricted to Registered users only Download (400kB) |
|
|
Text (BAB IV)
05 BAB 4.pdf Restricted to Registered users only Download (804kB) |
|
|
Text (BAB V)
06 BAB 5.pdf Restricted to Registered users only Download (118kB) |
|
|
Text (DAFTAR PUSTAKA)
07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (137kB) |
|
|
Text (LAMPIRAN)
08 LAMPIRAN.pdf Restricted to Registered users only Download (871kB) |
Abstract
The development of digital media, particularly the TikTok platform, has driven significant changes in promotional patterns and consumer behavior, particularly in the beauty industry. Through short video content combined with the TikTok affiliate system, this platform has become a strategic tool for influencers to convey persuasive and easily accessible product recommendations to audiences. In practice, the effectiveness of affiliate content is determined not only by the intensity of promotion but also by the influencer's credibility as an information source capable of shaping audience perceptions, trust, and interest in the featured local skincare brand products. This study examines the influence of Reizuka Ari's credibility in TikTok affiliate content on purchase intention for local skincare brand products. Theoretically, this study refers to the concept of Source Credibility which includes three main dimensions: attractiveness, trustworthiness, and expertise, as well as the concept of Purchase Intention which includes transactional, referential, preferential, and exploratory interest. These two concepts are used to examine how Reizuka Ari's characteristics as an affiliate content creator can influence audience tendencies in assessing, trusting, and considering purchasing local skincare brand products. This study uses a quantitative method with a positivist paradigm. Data were obtained through questionnaires distributed to 100 TikTok users who had been exposed to Reizuka Ari's affiliate content. Data analysis was performed using simple linear regression with the help of SPSS version 30 software. The results showed that Reizuka Ari's credibility had a positive and significant effect on audience purchase intention, with an R Square value of 0.575. This finding indicates that 57.5% of the variation in purchase intention can be explained by source credibility, with the expertise dimension as the largest contributor in encouraging audiences to consider purchasing skincare products recommended through TikTok affiliate content. Keywords: Source Credibility, TikTok Affiliate, Purchase Interest, Skincare Local Brand Perkembangan media digital, khususnya platform TikTok, telah mendorong perubahan signifikan dalam pola promosi dan perilaku konsumsi masyarakat, terutama dalam industri kecantikan. Melalui konten video pendek yang dikombinasikan dengan sistem TikTok affiliate, platform ini menjadi sarana strategis bagi influencer dalam menyampaikan rekomendasi produk secara persuasif dan mudah diakses oleh audiens. Dalam praktiknya, efektivitas konten affiliate tidak hanya ditentukan oleh intensitas promosi, tetapi juga oleh kredibilitas influencer sebagai sumber informasi yang mampu membentuk persepsi, kepercayaan, serta ketertarikan audiens terhadap produk skincare local brand yang ditampilkan. Penelitian ini mengkaji pengaruh kredibilitas Reizuka Ari dalam konten TikTok affiliate terhadap minat beli produk skincare local brand. Secara teoritis, penelitian ini mengacu pada konsep Kredibilitas Sumber yang mencakup tiga dimensi utama, yaitu attractiveness, trustworthiness, dan expertise, serta konsep Minat Beli yang meliputi minat transaksional, referensial, preferensial, dan eksploratif. Kedua konsep tersebut digunakan untuk melihat bagaimana karakteristik Reizuka Ari sebagai kreator konten affiliate dapat memengaruhi kecenderungan audiens dalam menilai, mempercayai, dan mempertimbangkan pembelian produk skincare local brand. Penelitian ini menggunakan metode kuantitatif dengan paradigma positivisme. Data diperoleh melalui penyebaran kuesioner kepada 100 responden pengguna TikTok yang pernah terpapar konten affiliate Reizuka Ari. Teknik analisis data dilakukan menggunakan regresi linier sederhana dengan bantuan perangkat lunak SPSS versi 30. Hasil penelitian menunjukkan bahwa kredibilitas Reizuka Ari berpengaruh positif dan signifikan terhadap minat beli audiens, dengan nilai R Square sebesar 0,575. Temuan ini mengindikasikan bahwa 57,5% variasi minat beli dapat dijelaskan oleh kredibilitas sumber, dengan dimensi expertise sebagai kontribusi terbesar dalam mendorong audiens untuk mempertimbangkan pembelian produk skincare yang direkomendasikan melalui konten TikTok affiliate. Kata Kunci: Kredibilitas Sumber, TikTok Affiliate, Minat Beli, Skincare Local Brand
Actions (login required)
 |
View Item |
