PENGARUH REVIEW BEAUTY INFLUENCER @Tasyafarasya DI SOSIAL MEDIA TIKTOK TERHADAP MINAT BELI PRODUK MAKEUP SKINTIFIC (studi pada mahasiswa ilmu komunikasi UMM Angkatan 2021-2023)

ABSTRACT
ALYZA TSABITA KHAERUDDIN. Student ID: 202110040311159. The Influence of Beauty Influencer @Tasyafarasya’s Reviews on TikTok on Purchase Intention of Skintific Makeup Products. Undergraduate Thesis. This thesis consists of 69 pages with 17 references.

Social media has become one of the primary media in digital marketing strategies, particularly through the presence of beauty influencers who are able to influence consumers’ perceptions and purchasing decisions. One influencer with significant influence in Indonesia is Tasya Farasya, who is well known for her reviews and recommendations of various beauty products, including the Skintific brand. This study aims to examine the extent to which Tasya Farasya’s reviews on the TikTok platform influence purchase intention toward Skintific makeup products, with a focus on Communication Science students at Universitas Muhammadiyah Malang from the 2021–2023 cohorts.

This research employs a quantitative method with descriptive and associative approaches. Data were collected through questionnaires distributed to 100 respondents. The analysis was conducted using validity tests, reliability tests, descriptive analysis, and simple linear regression with SPSS version 25. The independent variable (X), namely Tasya Farasya’s reviews, was measured using indicators of information clarity, credibility, presentation attractiveness, and encouragement to try the product. Meanwhile, the dependent variable (Y), purchase intention, was measured through interest in seeking information, trust, suitability to needs, desire to purchase, and willingness to recommend.

The results show that Tasya Farasya’s reviews have a positive and significant effect on purchase intention toward Skintific products. The mean score of variable X is 25.68 and variable Y is 37.51, both of which fall into the high category. These findings indicate that positive perceptions of Tasya Farasya’s reviews are directly associated with increased consumer purchase intention. This study highlights the important role of influencers in modern marketing and can serve as a reference for cosmetic companies in developing more effective digital promotion strategies through influencer collaborations.