PENGARUH “TASYA FARASYA APPROVED” TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOMETHINC COPY PASTE BREATHABLE CUSHION (Survei Pada Anggota Komunitas Kecantikan Beautychannel.id)

This research is motivated by the increasing role of beauty influencers in marketing communications for beauty products on social media. The "Tasya Farasya Approved" label, a form of recognition from a credible beauty influencer, is considered capable of building trust and influencing the purchasing decision-making process.
This study aims to determine the influence and strength of the "Tasya Farasya Approved" label on purchasing decisions. This study uses the Power Effect theory as a grand theory, further reinforced by the AIDDA theory as a supporting theory in examining the stages of the audience effect process. The approach used is quantitative with an explanatory research method. The population in this study were members of the beautychannel.id community who had been exposed to "Tasya Farasya Approved" content, with a sample size of 83 respondents determined using total sampling. Data collection was conducted through a Likert-scale questionnaire and analyzed using IBM SPSS.
The results show that the "Tasya Farasya Approved" label has a positive and significant influence on purchasing decisions for the Somethinc Copy Paste Breathable Cushion. This is evidenced by the calculated t value of 4.386 > t table 1.989, and a significant value of 0.000 < 0.005. In addition, the coefficient of determination test shows that labeling contributes 19.2% of the influence on purchasing decisions, while the rest is influenced by other factors outside this study. This finding indicates that the credibility of the source attached to the labeling is able to influence the audience through the stages of attention, interest, interest, decision, to purchasing action as in the AIDDA theory, thus strengthening the role of beauty influencers in shaping consumer purchasing decisions on social media.