QUASIMAH, RAISSA NURUL (2025) PENGARUH BEAUTY INFLUENCER TIKTOK @TASYAFARASYA TERHADAP PERILAKU KONSUMTIF GEN Z PADA PRODUK SOMETINC. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of social media and digital technology has changed people's consumption habits. Among other things, many members of Generation Z rely on the video-sharing platform TikTok to get news, entertainment, and style inspiration. A growing trend is the tendency for consumers to be more influenced by beauty influencer content when purchasing beauty products. Focusing on female students in the Public Relations Study Program, Faculty of Communication Sciences, Mercu Buana University, class of 2022, this study aims to analyze the influence of TikTok beauty influencer @Tasyafarasya on Generation Z's purchasing behavior towards Somethinc products. A quantitative approach using a survey method was used in this study by distributing questionnaires to 100 respondents selected using purposive sampling techniques. The data obtained were analyzed using descriptive statistics and intervariable relationship analysis to examine respondents’ attitudes and behavioral tendencies in responding to beauty influencer content. The beauty influencer variable was measured through trustworthiness, attractiveness, and expertise, while consumptive behavior was measured through indicators of trend-following, emotional motivation, and social prestige. The results indicate that the content delivered by @Tasyafarasya has an influence on Generation Z’s consumptive behavior; however, the influence is weak and not statistically significant. This is evidenced by the coefficient of determination (R Square) value of 0.075 or 7.5%, indicating that consumptive behavior is influenced by beauty influencers by only 7.5%, while the remaining 92.5% is explained by other factors outside this study. Nevertheless, descriptive analysis shows that respondents have a highly positive perception of the beauty influencer, reflected in the mean values of the Beauty Influencer variable ranging from 1.66 to 1.97 and the mean values of the consumptive behavior variable ranging from 1.81 to 2.01. The indicator related to purchasing products to follow beauty trends obtained the highest mean score, highlighting the presence of fear of missing out (FOMO) among respondents. Overall, this study concludes that TikTok beauty influencer @Tasyafarasya serves as a supporting factor rather than the main determinant in shaping Generation Z’s consumptive behavior toward Somethinc products. Keywords: Beauty Influencer, TikTok, Consumptive Behavior, Generation Z, Somethinc. Perkembangan media sosial dan teknologi digital telah mengubah kebiasaan konsumsi masyarakat, di antaranya, banyak dari Generasi Z mengandalkan platform berbagi video TikTok untuk mendapatkan berita, hiburan, dan inspirasi gaya. Tren yang sedang berkembang adalah kecenderungan konsumen untuk lebih terpengaruh oleh konten influencer kecantikan saat membeli produk kecantikan. Dengan fokus pada mahasiswi Program Studi Hubungan Masyarakat, Fakultas Ilmu Komunikasi, Universitas Mercu Buana, angkatan 2022, penelitian ini bertujuan untuk menganalisis pengaruh beauty influencer TikTok @Tasyafarasya terhadap perilaku pembelian Generasi Z terhadap produk Somethinc. Pendekatan kuantitatif dengan metode survei digunakan pada penelitian ini melalui penyebaran kuesioner kepada 100 responden yang dipilih menggunakan teknik purposive sampling. Data yang didapatkan dianalisis menggunakan statistik deskriptif serta analisis hubungan antarvariabel untuk melihat kecenderungan sikap dan perilaku responden dalam merespons konten yang disampaikan oleh beauty influencer. Variabel Beauty Influencer diukur melalui indikator trustworthiness, attractiveness, dan expertise, sedangkan variabel perilaku konsumtif diukur melalui aspek dorongan mengikuti tren, emosional, dan gengsi sosial. Hasil penelitian menunjukkan bahwa konten yang disampaikan oleh @Tasyafarasya memiliki pengaruh terhadap perilaku konsumtif Gen Z, namun bersifat lemah dan tidak signifikan. Hal ini ditunjukkan oleh nilai koefisien determinasi (R Square) sebesar 0,075 atau 7,5%, yang berarti bahwa perilaku konsumtif hanya dipengaruhi sebesar 7,5% oleh beauty influencer, sementara 92,5% dipengaruhi oleh faktor lain di luar penelitian ini. Meskipun demikian, hasil analisis deskriptif menunjukkan bahwa responden memiliki persepsi yang sangat positif terhadap beauty influencer, yang tercermin dari nilai mean variabel Beauty Influencer (X) pada rentang 1,66–1,97 dan nilai mean variabel perilaku konsumtif (Y) pada rentang 1,81–2,01. Indikator dorongan mengikuti tren kecantikan memperoleh nilai mean tertinggi, yang menunjukkan adanya kecenderungan fear of missing out (FOMO) dalam keputusan pembelian. Secara keseluruhan, penelitian ini menyimpulkan bahwa Beauty Influencer TikTok @Tasyafarasya berperan sebagai faktor pendukung, namun bukan faktor utama, dalam membentuk perilaku konsumtif Generasi Z terhadap produk Somethinc. Kata kunci: Beauty Influencer, TikTok, Perilaku Konsumtif, Generasi Z, Somethinc.
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