KECENDERUNGAN KONTEN DIGITAL MARKETING YANG MENGGUNAKAN BEAUTY INFLUENCER (Analisis Isi Akun TikTok @skincarebyjessi Dalam Mempromosikan Skincare Skintific)

Influencer marketing is a marketing strategy in the use of social media, one of which is Tiktok. Beauty companies use influencers in the beauty field such as beauty influencers. The Tiktok account @skincarebyjessi shares beauty product content including the most sought-after Skintific skincare. This study aims to determine what are the content tendencies of the @skincarebyjessi beauty influencer account in promoting Skintific skincare products.

Researchers used the concept of VisCAP by Rossiter and Percy to analyze Jessica's content as a beauty influencer on TikTok social media. In this concept, there are 4 indicators of measuring beauty influencers based on endorser characteristics in communication, namely Visibility, Credibility, Attractiveness and Power.

This research uses a qualitative approach with descriptive research type and content analysis research base. The data collection technique of this research is the documentation of screenshots on the TikTok account @skincarebyjessi which promotes Skintific skincare using purposive sampling which then obtained a research sample of 5 Skintific skincare promotional content based on the highest number of viewers.

The results of the analysis show the tendency of the beauty influencer account content
@skincarebyjessi in promoting Skintific skincare products is by presenting informative content and the content meets the VisCAP model beauty influencer indicators. Jessica's visibility is found in all five contents, Jessica's credibility as a beauty influencer who has knowledge and expertise and Jessica's power in influencing the actions and thoughts of the audience are found in three contents, while Jessica's attractiveness is pleasant and responsive in all four contents.