Perilaku Imitasi Followers (Studi Kasus: Beauty Influencer Perempuan sebagai Role Mode melalui Aplikasi Tiktok)

Abstract

The phenomenon of beauty influencers on social media, particularly TikTok, has shaped new patterns of interaction that are not only consumptive in nature but also give rise to imitative behavior. This study aims to understand how the imitative behavior of followers toward female beauty influencers is formed through social interaction, especially among female students at the University of North Sumatra. This research employs a qualitative approach using phenomenological methods and is analyzed through George Simmel’s theory of social interaction. Data collection techniques include observation, in-depth interviews, and documentation. The findings reveal that imitation does not occur spontaneously but is influenced by several key factors, such as interest in the influencer’s communication style, content quality, the relevance of products to personal needs, and the perception of the influencer as a credible role model. Followers are attracted to content that is delivered in a relaxed and easy-to-understand manner and feel emotionally connected when influencers share personal experiences. Similar physical characteristics, such as skin tone and type, also strengthen their trust in the product recommendations. Influencers who present honest reviews supported by visible evidence are more likely to be trusted and imitated. The forms of imitation observed include clothing style, makeup techniques, and beauty product choices, typically undertaken to gain social validation and boost self-confidence. Social interactions on platforms like TikTok are reciprocal and rich in symbolic meaning, where followers are not merely passive recipients of information but actively shape their social identities through the selective adoption of values displayed by influencers. This research contributes to the field of media and cultural sociology by revealing the role of social media in shaping behavior and identity construction among the younger generation.