TINGKAT KEPERCAYAAN AUDIENCE PADA KONTEN AKUN TIKTOK @DOKTERDETEKTIF (Studi Kasus Tentang Isu Overclaim Skincare)

The rapid growth of social media, particularly TikTok, has transformed the way people access and disseminate information. With the increasing consumption of beauty content on TikTok, the phenomenon of overclaiming, excessive claims not supported by valid scientific evidence, has emerged, a common occurrence in skincare products. Exaggerated claims without scientific evidence risk misleading audiences, especially the younger generation, who are TikTok's primary users. This phenomenon not only impacts audience health but can also undermine their trust in information disseminated through social media.
This study aims to measure the level of audience trust in the @dokterdeektif account for conveying accurate and reliable information about skincare. Using the theory of source credibility, which encompasses the dimensions of trustworthiness, expertise, and attractiveness, this study employed a quantitative approach through an online survey of 100 respondents. The data obtained were then analyzed using descriptive statistics and validity and reliability tests. The results showed that the level of audience trust was very high, with trustworthiness and expertise scoring the highest, followed by attractiveness. The @dokterdeektif account has successfully built audience trust through evidence-based content, making a significant contribution to improving digital literacy and information transparency in the beauty industry.