Pengaruh Konten Review Skincare oleh Beauty Influencer di TikTok terhadap Minat Beli Generasi Z

Abstract

This research is entitled “The Influence of Skincare Review Content by Beauty Influencers on TikTok on Generation Z’s Purchase Intention.” The purpose of this study is to determine the influence of skincare review content presented by beauty influencers on TikTok on Generation Z’s purchase intention. This is a quantitative study using a correlational approach. The sample consisted of 100 respondents selected through purposive sampling. Data were collected using a questionnaire distributed via social media. The criteria for respondents included members of Generation Z aged 12–27 years who had watched skincare review content from beauty influencers on TikTok. The data analysis techniques used in this study included univariate tables, cross-tabulations, and hypothesis testing with the help of SPSS 27. Based on the results of the Spearman Rank test, it was found that skincare review content significantly influences Generation Z’s purchase intention, as indicated by a correlation coefficient value of 0.771 with a positive and significant relationship at the 0.000 level. This means that the better the quality of the review content, the higher the purchase intention. The coefficient of determination (R²) showed a value of 59.4%, indicating that more than half of the factors influencing purchase intention stem from the strength of the content itself. These findings suggest that informative, credible, and educational content delivered by beauty influencers on TikTok successfully builds cognitive and emotional engagement that impacts Generation Z’s purchase intention.