ZIKKY, ALMIRA LAZNA (2026) PENGARUH INFLUENCER SKINCARE @ABELLYC TERHADAP BRAND AWARENESS SKINTIFIC (Survei Pada Followers Remaja di Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The skincare industry in Indonesia has experienced rapid growth along with increasing public awareness of the importance of skin care. The development of digital media has also transformed marketing strategies, particularly through the use of influencers on social media. Skintific, as a skincare brand, utilizes influencers, including the Instagram account @abellyc, to enhance brand awareness among teenagers. This study aims to examine the influence of influencers on Skintific’s brand awareness among adolescents in West Jakarta. The research employed a quantitative approach using a survey method through questionnaires, based on the theories of Marketing Public Relations (MPR) and Communicator Credibility. The sampling technique used purposive sampling with a total of 163 respondents calculated using the Slovin formula. Data analysis was conducted using validity, reliability, and normality tests, simple linear regression analysis, coefficient of determination, and t-test. The results indicate that influencers have a positive and significant effect on Skintific’s brand awareness, with a contribution of 2.58%, while 97.42% is influenced by other factors beyond this study. These findings suggest that the influence of influencers on brand awareness is relatively small and cannot stand alone, as it is also affected by factors such as consumer experience, individual brand perceptions, brand marketing communications, and social environment influences. This study concludes that the effectiveness of influencers in increasing brand awareness needs to be supported by integrated brand communication strategies. Therefore, practically, Skintific is advised to optimize its brand communication strategies and be more selective in choosing influencers with strong credibility, character suitability, and high audience engagement. Academically, future research is recommended to examine other factors influencing brand awareness to obtain a more comprehensive understanding. Keywords: Influencer, Brand Awareness, Skintific, Marketing Public Relations, Communicator, Social Media. Industri perawatan kulit di Indonesia mengalami perkembangan pesat seiring meningkatnya kesadaran masyarakat terhadap pentingnya perawatan kulit. Perkembangan media digital turut mendorong perubahan strategi pemasaran, salah satunya melalui pemanfaatan influencer di media sosial. Skintific sebagai merek skincare memanfaatkan influencer, termasuk akun Instagram @abellyc, untuk meningkatkan brand awareness di kalangan remaja. Penelitian ini bertujuan untuk mengetahui pengaruh influencer terhadap brand awareness Skintific pada remaja di Jakarta Barat. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner, berdasarkan teori Marketing Public Relations (MPR) dan Communicator Credibility. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden sebanyak 163 orang yang dihitung menggunakan rumus Slovin. Analisis data dilakukan melalui uji validitas, reliabilitas, normalitas, regresi linier sederhana, koefisien determinasi, dan uji t. Hasil penelitian menunjukkan bahwa influencer memiliki pengaruh positif dan signifikan terhadap brand awareness Skintific dengan kontribusi sebesar 2,58%, sedangkan sebesar 97,42% dipengaruhi oleh faktor lain di luar penelitian. Temuan ini menunjukkan bahwa pengaruh influencer terhadap brand awareness tergolong kecil dan tidak berdiri sendiri, karena dipengaruhi pula oleh faktor lain seperti pengalaman konsumen, persepsi individu terhadap merek, komunikasi pemasaran merek, serta pengaruh lingkungan sosial. Penelitian ini menyimpulkan bahwa efektivitas influencer dalam meningkatkan brand awareness perlu didukung oleh strategi komunikasi merek yang terintegrasi. Oleh karena itu, secara praktis Skintific disarankan untuk mengoptimalkan strategi komunikasi merek serta lebih selektif dalam memilih influencer yang memiliki kredibilitas, kesesuaian karakter, dan keterlibatan audiens yang tinggi. Secara akademis, penelitian selanjutnya disarankan untuk mengkaji faktor lain yang memengaruhi brand awareness agar memperoleh gambaran yang lebih komprehensif. Kata Kunci: Influencer, Brand Awareness, Skintific, Marketing Public Relations, Komunikator, Media Sosial.
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