Pengaruh Kredibilitas Influencer Dan Daya Tarik Konten Tasya Farasya Terhadap Minat Beli Konsumen Produk Kecantikan Di TikTok Pada Generasi Z

Abstract

This study employs a quantitative research approach. Quantitative research emphasizes the collection and analysis of numerical data to explain, predict and control the phenomena under investigation. This research is motivated by the rapid growth of TikTok as a social media platfrom that has transformed the way consumers seek information and make purchasing decisions regarding beauty products. Tasya Farasya is one of the most influential beauty influencers on TikTok who consistently produces beauty content with millions of view and high engagement  rates among her Generations Z followers. This phenomenon prompted the researcher to examine the extent to swich influencer credibility and content appeal influence consumer purchase intention for beauty products among Generation Z. Data were collected through questionnaires distributed to 155 respondents. The data analysis methods employed include descriptive analysis to describe respondents assesments of each variable, and associative analysis to examine the influence between variabels through validity testing, reability testing, multiple linear regression, correlation coefficient, coefficient of determination, and hypothesis testing (F-test and t-test). The results of this study indicate that simultaneously, Influencer Credibility and Content Appeal of Tasya Farasya have a positive and significant effect on Consumer Purchase Intention for beauty products on TikTok among Generation Z, with an F-count value of 59.086 which is greater than the F-table value (123,294 > 3.06). Tasya Farasya Influencer Credibility is the most dominant variable influencing Consumer Purchase Intention compared to Content Appeal Tasya Farasya, as shown in the multiple linear regression equation Y = 2.737 + 0,825X1 + 0,200X2 where the coefficient of Influencer Credibility (0,825) is greater than the coefficient of Content Appeal Tasya Farasya (0,200). The contribution of both variables to Consumer Purchase Intention is 61.4%, while the remaining 38,6% is influenced by other factors outside the scope of this study. Based on the findings of this study, influencer credibility of Tasya Farasya is in the Agree category with the highest indicator on expertise, content appeal is in the Agree category with the highest indicator on content creativity, consumer purchase intention is in the Agree category with the highest indicator on explorative interest, and influencer credibility and content appeal are empirically proven in this study to have a positive and significant effect on consumer purchase intention both partially and simultaneously