BODY IMAGE NEGATIF SEBAGAI MEDIATOR PENGARUH INTENSITAS PENGGUNAAN MEDIA SOSIAL TIKTOK TERHADAP PERILAKU KONSUMTIF SKINCARE ATAU BODYCARE

Consumptive behavior is becoming increasingly prevalent, supported by the growing use of social media platforms like TikTok, which influence perceptions of the body and appearance. High exposure to content showcasing unrealistic beauty standards can lead to body dissatisfaction. This dissatisfaction may drive consumptive behavior, particularly in the purchase of skincare or bodycare products. If this consumerist behavior becomes uncontrolled, it can lead to financial problems, interpersonal conflicts, and psychological well-being issues. This study aims to examine the role of negative body image as a mediator in the influence of TikTok social media usage intensity on consumerist behavior toward skincare or body care products. The study employs a quantitative approach with mediation analysis using the 4 PROCESS macro model. A total of 148 subjects were selected using accidental sampling. The research instruments included the Social Media Use Scale (SMUS), a consumptive behavior scale, and a negative body image scale. The results indicate that negative body image partially mediates the influence of TikTok social media usage intensity on consumptive behavior toward skincare or bodycare products.