TINGKAT KEPERCAYAAN TERHADAP KOMUNIKATOR DI MEDIA SOSIAL: (STUDI ANALISIS ISI KOMENTAR DI AKUN TIKTOK @dokterdetektif)

This study aims to determine the level of commentators' trust in skincare product reviews presented by the TikTok account @dokterdetektif, based on the indicators of competence, integrity, and benevolence within the Mayer, Davis, and Schoorman Trust Model (1995). This research utilizes a quantitative descriptive approach with a content analysis method. The research object consists of TikTok users' comments on the video titled “Banyak brand yang produknya overclaim?” uploaded by the @dokterdetektif account. The research sample comprises 206 comments selected using a purposive sampling technique with a systematic selection approach. Data were analyzed through a coding process using the categories of competence, integrity, and benevolence, alongside high, medium, and low trust levels. The inter-coder reliability test using the Holsti formula obtained a reliability value of 0.83, indicating a high level of reliability. The results show that the competence category is the most dominant indicator in the audience's comments, specifically in the communicator's expertise aspect at 64.00%. Within the integrity category, the communicator's transparency indicator is the most frequently occurring aspect, with a percentage of 44.78%. The research findings indicate that TikTok audiences tend to assess their trust in a communicator based on professional ability, clarity of information delivery, and transparency in delivering skincare product reviews. This study demonstrates that professional figures on social media have a significant influence on shaping public trust in product information through comment interactions on digital platforms.