PESAN PERSUASIF DALAM KONTEN REVIEW PRODUK PERAWATAN KULIT MEREK LOKAL DI MEDIA SOSIAL TIK TOK (Analisis Isi Akun TikTok Beauty Influencer dalam Review Produk Brand Skincare Lokal Skin Game)

TikTok not only serves as an entertainment and shopping platform but also proves to be an effective channel for information dissemination, encompassing various forms of communication, notably video content. One of the primary purposes of creating video content is to persuade and influence public preferences. Beauty influencers on TikTok play a crucial role in shaping trends and influencing consumer preferences, particularly in the beauty industry. Through the shared video content, these influencers engage in promotional activities, collaborations, educational content creation, product reviews, and direct interactions with their followers. This study employs a descriptive approach utilizing quantitative research methods. Data collection involves documentation techniques. The research object focuses on the skincare review content of Skin Game uploaded by beauty influencers, utilizing content analysis for data analysis. There is one categorical structure for the delivery of persuasive messages, with five units of analysis: fear appeal, emotional appeal, reward appeal, motivation appeal, and humorous appeal. Findings from the analysis of 10 skincare review contents by 10 predetermined beauty influencer accounts reveal that reward appeal appears most frequently in the delivery of persuasive messages, followed by motivation appeal, emotional appeal, and humorous appeal, with fear appeal showing the least frequency. Thus, it can be concluded that beauty influencers tend to use reward appeal significantly in their persuasive content for Skin Game skincare reviews.