UTARI, MAYLIANA NUR (2026) PENGARUH DAYA TARIK INFLUENCER TERHADAP MINAT BELI PRODUK LIP STAIN TIMEPHORIA (Survei pada Followers TikTok @sashfir). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
With the growth of social media and influencer marketing, an influencer’s appeal has become one of the factors influencing consumer purchasing interest. @sashfir, a beauty influencer with over 954,000 followers on TikTok, is an interesting subject for research regarding the effectiveness of her appeal in promoting the Timephoria Lip Stain product, given the range of responses from her followers from enthusiastic to skeptical toward the product. This study aims to determine and explain the extent to which the appeal of influencer @sashfir influences the purchase intent for the Timephoria Lip Stain product among her followers on TikTok. The study employs the S-O-R (Stimulus-Organism-Response) Theory as its grand theory, with @sashfir’s promotional content serving as the stimulus, her followers as the organism, and purchase intent as the response. It is supported by studies on marketing communication, MPR, influencer appeal measured by the dimensions of attractiveness, likeability, similarity, and familiarity as well as purchase intent, which encompasses transactional, referential, preferential, and exploratory dimensions. This study employs a positivist paradigm and a quantitative approach, using a survey method and data collection technique involving the distribution of questionnaires to 100 respondents who are active followers of the TikTok account @sashfir and have viewed promotional content for Timephoria lip stain. The results of the study show that influencer appeal has a positive and significant effect on the intention to purchase Timephoria lip stain products, as evidenced by the t-test results, which show a calculated t-value of 5.799 greater than the critical t-value of 0.163 with a significance level of 0.001 < 0.05. This means that the alternative hypothesis (H1) is accepted and the null hypothesis (H0) is rejected. Furthermore, the results of the coefficient of determination (R²) test indicate that influencer appeal accounts for 25.5% of purchase intent, while 74.5% is influenced by other factors. The “likeability” dimension emerged as the strongest attractiveness factor and “similarity” as the weakest, while “exploratory interest” was the highest dimension of purchase interest and “transactional interest” the lowest, confirming that MPR’s strategy through influencers is effective at building interest but needs to be supported by other marketing strategies to drive actual transactions. Keywords: Influencer Appeal, Purchase Intent, S-O-R Theory, TikTok, Timephoria, @sashfir. Seiring dengan berkembangnya media sosial dan pemasaran melalui influencer, daya tarik seorang influencer menjadi salah satu faktor yang mempengaruhi minat beli konsumen. @sashfir, seorang beauty influencer dengan lebih dari 954 ribu pengikut di TikTok, menarik untuk diteliti terkait efektivitas daya tariknya dalam mempromosikan produk Lip Stain Timephoria, mengingat ditemukan variasi respons followers, mulai dari antusias hingga skeptis, terhadap produk tersebut. Penelitian ini bertujuan untuk mengetahui dan menjelaskan sejauhmana pengaruh daya tarik influencer @sashfir terhadap minat beli produk Lip Stain Timephoria di kalangan followers-nya di TikTok. Penelitian menggunakan Teori S-O-R (Stimulus-Organism-Response) sebagai grand theory, dengan konten promosi @sashfir sebagai stimulus, followers sebagai organism, dan minat beli sebagai response, didukung kajian komunikasi pemasaran, MPR, daya tarik influencer dengan dimensi attractiveness, likeability, similarity, dan familiarity, serta minat beli dengan dimensi transaksional, referensial, preferensial, dan eksploratif. Penelitian ini menggunakan paradigma positivisme dan pendekatan kuantitatif, dengan metode survei dan teknik pengumpulan data melalui penyebaran kuesioner kepada 100 responden yang merupakan followers aktif akun TikTok @sashfir dan pernah melihat konten promosi lip stain Timephoria. Hasil penelitian menunjukkan bahwa kemampuan daya tarik influencer memiliki pengaruh positif dan signifikan terhadap minat beli produk lip stain Timephoria, dibuktikan dengan hasil uji-t menunjukkan t hitung sebesar 5,799 lebih besar dari t tabel sebesar 0,163 dengan nilai signifikansi 0,001 < 0,05, yang berarti hipotesis alternatif (H1) diterima dan hipotesis nol (H0) ditolak. Selain itu, hasil uji koefisien determinasi (R²) menunjukkan bahwa daya tarik influencer berkontribusi sebesar 25,5% terhadap minat beli, sedangkan 74,5% dipengaruhi oleh faktor lain. Dimensi likeability menjadi faktor daya tarik terkuat dan similarity terlemah, sementara minat eksploratif menjadi dimensi minat beli tertinggi dan transaksional terendah, menegaskan strategi MPR melalui influencer efektif membangun ketertarikan namun perlu didukung strategi pemasaran lain untuk mendorong transaksi nyata. Kata Kunci: Daya Tarik Influencer, Minat Beli, Teori S-O-R, TikTok, Timephoria, @sashfir.
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