Maharani, Elsya (2026) Pengaruh Influencer Marketing Tasya Farasya Di Tiktok Terhadap Kepercayaan Konsumen Pada Produk Kecantikan. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of social media has made influencer marketing one of the most widely used marketing communication strategies in the beauty industry. TikTok enables influencers to deliver product reviews through visual, interactive, and easily accessible content. However, paid endorsements, exaggerated product claims, and reviews that do not necessarily reflect actual experiences may raise consumer doubts about the information presented. This study aims to examine the effect of Tasya Farasya’s influencer marketing on TikTok on consumer trust in beauty products. This study employed a quantitative approach with an explanatory research design. The population consisted of active followers of Tasya Farasya’s TikTok account who had viewed beauty-related content and purchased beauty products reviewed or promoted by her. A total of 100 respondents were selected using purposive sampling. Data were collected through an online questionnaire using a Likert scale. The influencer marketing variable was measured through influencer credibility, social influence, consumer trust in the brand, audience participation in campaigns, and persuasive content. Consumer trust was measured through source honesty, source competence, integrity, benevolence, reliability, and experience. Data were analyzed using validity testing, reliability testing, normality testing, simple linear regression, t-test, F-test, and the coefficient of determination. The results indicate that Tasya Farasya’s influencer marketing on TikTok has a positive and significant effect on consumer trust in beauty products. The regression coefficient of 0.673 and a significance value of less than 0.001 indicate that better influencer content leads to higher consumer trust. The R Square value of 0.601 shows that influencer marketing explains 60.1% of the variation in consumer trust, while the remaining 39.9% is influenced by factors outside this study. These findings confirm that influencer credibility, social influence, consumer trust in the brand, audience participation in campaigns, and persuasive content are important factors in shaping consumer trust in beauty products on TikTok.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.3 Communication in Organizations H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Elsya Elsya Maharani | ||||||||
| Date Deposited: | 22 Jul 2026 05:33 | ||||||||
| Last Modified: | 22 Jul 2026 05:33 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/57417 |
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