Putri, Keiza Irana Candra Tabitha (2026) PENGARUH KONTEN YOUTUBE TUTORIAL MAKE UP TASYA FARASYA TERHADAP MINAT PENGGUNAAN MAKE UP (Survey Pada Subscribers YouTube Tasya Farasya). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of social media, particularly YouTube, has positioned this platform as one of the main sources of information and references for the public. YouTube functions not only as an entertainment medium but also as an educational medium that presents various types of informative content, including in the field of beauty. One of the most popular types of content among audiences is makeup tutorial videos presented by beauty influencers, as these videos deliver information in an audio-visual format that is easy to understand. This study aims to examine the influence of Tasya Farasya’s YouTube makeup tutorial content on subscribers’ interest in using makeup. Tasya Farasya was selected as the research object because she is widely recognized as a beauty influencer who consistently produces makeup tutorial content and product reviews, making her channel relevant for analyzing the influence of tutorial content on audience interest. This study employs a quantitative approach using a survey method. Data were collected through the distribution of questionnaires to subscribers of Tasya Farasya’s YouTube channel as research respondents. Data analysis was conducted using validity tests, reliability tests, normality tests, simple linear regression analysis, t-tests, and coefficient of determination analysis. The study also applies the Stimulus–Organism–Response (S-O-R) theory to examine how makeup tutorial content as a stimulus is processed cognitively and affectively by viewers, leading to a response in the form of interest in using makeup. The results indicate that Tasya Farasya’s YouTube makeup tutorial content has a significant influence on subscribers’ interest in using makeup. These findings suggest that makeup tutorial content on YouTube plays an important role in shaping audience interest in makeup usage. Therefore, this study confirms that beautyrelated content on digital media has an influence on audience interest and behavioral tendencies in the context of cosmetic product usage. Keywords: YouTube Content, Makeup Tutorial, Tasya Farasya, Usage Interest, SO-R Theory Perkembangan media sosial, khususnya YouTube, menjadikan platform ini sebagai salah satu sumber utama informasi dan referensi bagi masyarakat. YouTube tidak hanya berfungsi sebagai media hiburan, tetapi juga sebagai media edukasi yang menyajikan berbagai konten informatif, termasuk di bidang kecantikan. Salah satu konten yang banyak diminati oleh audiens adalah video tutorial make up yang disajikan oleh beauty influencer, karena konten tersebut menampilkan informasi secara audio-visual dan mudah dipahami. Penelitian ini bertujuan untuk mengetahui pengaruh konten YouTube tutorial make up Tasya Farasya terhadap minat penggunaan make up pada subscribers YouTube Tasya Farasya. Tasya Farasya dipilih sebagai objek penelitian karena dikenal sebagai beauty influencer yang secara konsisten menyajikan konten tutorial make up dan ulasan produk kecantikan, sehingga relevan untuk mengkaji pengaruh konten tutorial terhadap minat audiens. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui penyebaran kuesioner kepada subscribers YouTube Tasya Farasya sebagai responden penelitian. Analisis data dilakukan dengan uji validitas, uji reliabilitas, uji normalitas, regresi linier sederhana, uji t, dan uji koefisien determinasi. Penelitian ini juga menggunakan teori Stimulus–Organism– Response (S-O-R) untuk melihat bagaimana konten tutorial make up sebagai stimulus dapat diproses oleh audiens hingga menghasilkan respons tertentu. Hasil penelitian menunjukkan bahwa konten YouTube tutorial make up Tasya Farasya memiliki pengaruh yang signifikan terhadap minat penggunaan make up pada subscribers. Temuan ini menunjukkan bahwa konten tutorial make up di YouTube berperan penting dalam membentuk minat audiens terhadap penggunaan make up. Dengan demikian, penelitian ini menegaskan bahwa konten kecantikan di media digital memiliki pengaruh dalam membentuk minat dan kecenderungan perilaku audiens dalam konteks penggunaan produk kecantikan. Kata kunci: Konten YouTube, Tutorial Make Up, Tasya Farasya, Minat Penggunaan, Teori S-O-R
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