LISMAWARNI, SILVA (2026) PENGARUH PERSONAL BRANDING TASYA FARASYA SEBAGAI BEAUTY INFLUENCER TIKTOK TERHADAP PERILAKU KONSUMTIF FOLLOWERS TIKTOK @TASYAFARASYA PADA PRODUK MOTHER OF PEARL (MOP) (Survey Pada Followers TikTok @tasyafarasya). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study examines the influence of Tasya Farasya’s personal branding as a TikTok beauty influencer on the consumptive behavior of her followers toward Mother of Pearl (MOP) products. Tasya Farasya has been active on social media since 2016 and launched her beauty brand, Mother of Pearl (MOP), in 2023, which subsequently attracted many followers to try and purchase her products. This phenomenon serves as the basis of the study to understand how the personal branding of a beauty influencer can affect audience consumption behavior on digital platforms. The study aims to determine and explain the extent to which Tasya Farasya’s personal branding influences her followers’ consumptive behavior on TikTok. The research method used was a survey with a quantitative approach and an explanatory research type, applying the positivist paradigm. The population consisted of 100 active followers of the TikTok account @tasyafarasya, with a 10% margin of error. The sample was selected using a probability sampling method, and data were analyzed using the Stimulus–Organism–Response (S-O-R) framework to understand how stimuli from personal branding influence followers’ consumptive behavior responses. The results show that Tasya Farasya’s personal branding has a significant effect on her followers’ consumptive behavior. This is evidenced by the t-test, where the t-count value of 2.292 is greater than the t-table value of 1.984, indicating that personal branding (X) has a positive relationship with followers’ consumptive behavior (Y). These findings suggest that an effective personal branding strategy can serve as a primary driver in consumers’ purchasing decisions on social media, particularly on TikTok, and can provide a reference for businesses and influencers in building their image and influencing consumer behavior in the digital space. Keywords: Personal Branding, Consumptive Behavior, Tasya Farasya, Beauty Influencer, Social Media Penelitian ini membahas Pengaruh Personal Branding Tasya Farasya Sebagai Beauty Influencer Tiktok Terhadap Perilaku Konsumtif Followers TikTok @tasyafarasya Pada Produk Mother of Pearl (MOP). Tasya Farasya telah aktif di media sosial sejak 2016 dan pada tahun 2023 meluncurkan brand kecantikan bernama Mother of Pearl (MOP), yang kemudia menarik perhatian banyak pengikut untuk mencoba dan membeli produknya.fenomena ini menjadi dasar penelitian untuk memahami bagaimana personal branding seorang beauty influencer dapat memengaruhi perilaku konsumtif audiens di platform digital. Penelitian ini bertujuan untuk mengetahui dan menjelaskan sejauh mana personal branding Tasya Farasya memengaruhi perilaku konsumtif pengikutnya di TikTok. Metode yang digunakan adalah survei dengan pendekatan kuantitatif dan tipe penelitian eksplantif, menggunakan paradigma positivisme. Populasi penelitian terdiri dari 100 responden yang merupakan pengikut aktif akun TikTok @tasyafarasya, dengan margin kesalahan 10%. Pengambilan sampel menggunakan metode probabilitas, sedangkan analisis data menggunakan kerangka StimulusOrganis-Respons (S-O-R) untuk emahami bagaimana stimulus dari personal branding memengaruhi respons perilaku konsumtif pengikut. Hasil penelitian menunjukkan bahwa personal branding Tasya Farasya memiliki pengaruh signifikan terhadap perilaku konsumtif pengikutnya. Hal ini dibuktikan melalui uji-t, di mana nilai t-hitung sebesar 2,292, yang lebih besar daripada t-tabel 1,984, sehingga dapat disimpulkan bahwa personal branding (X) memiliki hubungan positif terhadap perilaku konsumtif (Y) pengikut. Temuan ini menunjukkan bahwa strategi personal branding yang efektif dapat menjadi faktor pendorong utama dalam keputusan pembelian konsumen di media sosial, khususnya melalui platform TikTok, dan dapat menjadi refrensi bagi pelaku bisnis dan influencer dalam membangun citra dan memengaruhi perilaku konsumen secara digital. Kata kunci: Personal Branding, Perilaku Konsumtif, Tasya Farasya, Beauty Influencer, Media Sosial
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