LESTARI, APRILIA DWI (2026) PENGARUH KREDIBILITAS INFLUENCER TASYA FARASYA DI TIKTOK TERHADAP MINAT BELI PRODUK CUSHION SKINTIFIC (Survei terhadap Followers Gen Z Akun TikTok @tasyafarasya di Jakarta). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Perkembangan media digital, khususnya TikTok, telah mendorong perubahan strategi komunikasi pemasaran di industri kosmetik, di mana kredibilitas influencer berperan penting dalam membentuk minat beli konsumen. Penelitian ini bertujuan menganalisis pengaruh kredibilitas influencer Tasya Farasya di TikTok terhadap minat beli produk Cushion Skintific pada followers Gen Z di Jakarta dengan menggunakan Source Credibility Theory sebagai landasan teoritis. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden yang ditentukan menggunakan rumus Slovin dan teknik purposive sampling. Karena data awal tidak berdistribusi normal, dilakukan identifikasi outlier yang menghasilkan penghapusan 4 responden, sehingga analisis akhir menggunakan 96 responden. Data ordinal ditransformasi menjadi skala interval menggunakan Method of Successive Interval (MSI), kemudian dianalisis menggunakan uji normalitas, uji linearitas, analisis regresi linear sederhana, uji t, dan uji F dengan bantuan IBM SPSS Statistics. Hasil uji normalitas menunjukkan nilai Asymp. Sig. sebesar 0,200 > 0,05 (data berdistribusi normal) dan uji linearitas menunjukkan nilai Deviation from Linearity sebesar 0,650 > 0,05 (hubungan linear). Analisis regresi menghasilkan persamaan Y = 28,027 + 0,831X, dengan nilai koefisien korelasi (R) sebesar 0,399 dan koefisien determinasi (R2) sebesar 0,160, yang berarti 16% variasi minat beli dijelaskan oleh kredibilitas influencer. Uji t menunjukkan nilai t hitung 4,224 (sig. <0,001) dan uji F menunjukkan nilai F hitung 17,841 (sig. <0,001), membuktikan pengaruh positif dan signifikan serta model regresi layak digunakan. Dimensi expertise menjadi faktor paling dominan dengan persentase persetujuan 94%-97%, sedangkan pada minat beli, dimensi eksploratif paling kuat dengan persentase Y16 (86,46%), Y18 (85,42%), dan Y19 (81,25%). Temuan ini menegaskan peran strategis kredibilitas influencer dalam komunikasi pemasaran digital melalui TikTok melalui TikTok. The development of digital media, particularly the TikTok platform, has driven changes in marketing communication strategies within the cosmetics industry, where influencer credibility plays an important role in shaping consumer purchase intention. This study aims to analyze the influence of influencer Tasya Farasya's credibility on TikTok on purchase intention toward Skintific Cushion products among Gen Z followers in Jakarta, using Source Credibility Theory as the theoretical foundation. This research employed a quantitative approach with a survey method involving 100 respondents determined using the Slovin formula and purposive sampling technique. Since the initial data were not normally distributed, outlier identification was conducted, resulting in the removal of 4 respondents, thus the final analysis used 96 respondents. Ordinal data were transformed into interval scale using the Method of Successive Interval (MSI), then analyzed using normality test, linearity test, simple linear regression analysis, t-test, and F-test with IBM SPSS Statistics. The normality test results showed an Asymp. Sig. value of 0.200 > 0.05 (normally distributed data) and the linearity test showed a Deviation from Linearity value of 0.650 > 0.05 (linear relationship). Regression analysis produced the equation Y = 28.027 + 0.831X, with a correlation coefficient (R) of 0.399 and a coefficient of determination (R2) of 0.160, meaning that 16% of the variation in purchase intention is explained by influencer credibility. The t-test showed a t-value of 4.224 (sig. <0.001) and the F-test showed an F-value of 17.841 (sig. <0.001), proving a positive and significant influence and that the regression model is feasible to use. The expertise dimension was the most dominant factor with approval percentages of 94%-97%, while in purchase intention, the exploratory dimension was the strongest with percentages on Y16 (86.46%), Y18 (85.42%), and Y19 (81.25%). These findings confirm the strategic role of influencer credibility in digital marketing communication through TikTok.
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