Kredibilitas Beauty Influencer di Media Sosial TikTok Dalam Memperkuat Minat Beli Produk Beauty. (Studi Kasus Followers @aycaadindaa)

This research aims to explore how the credibility of beauty influencers on the social media platform TikTok can strengthen consumers’ purchase intention toward beauty products. The study specifically focuses on the experiences and perceptions of followers of the TikTok account @aycaadindaa. Employing a qualitative approach and a case study method, data were collected through in-depth interviews with selected followers based on specific criteria. In addition, content analysis of the influencer’s posts was conducted to gain a more holistic understanding. The findings reveal that dimensions of credibility—including expertise, attractiveness, and trustworthiness—play a crucial role in fostering an emotional connection between the influencer and the audience. Followers stated that the product recommendations delivered by @aycaadindaa were engaging, relevant, and aligned with their needs, thereby effectively encouraging their purchase intention. This research provides valuable insights into the strategic use of beauty influencers as a significant marketing tool in the beauty industry, particularly in the digital era dominated by platforms such as TikTok.