Content Analysis of Beauty Product Reviews on Tiktok @tasyafarasya in Promoting Audience Consumption Behavior
Keywords:
Content, Consumptive Behavior, Influencer, Social Media, TikTokAbstract
The development of social media, particularly TikTok, has driven an increase in the production and consumption of beauty product review content by influencers. This content not only serves as a source of information but also has the potential to shape consumer behavior through persuasive messages presented visually and narratively. This study aims to analyze the characteristics of beauty product review content uploaded by the TikTok account @tasyafarasya and to understand audience responses to this content. This research uses a descriptive qualitative approach. Data were collected through observation of TikTok content, interviews, and supporting documentation, then analyzed through stages of reduction, presentation, and conclusion drawing, with triangulation to test the validity of the data. Research results show that the content of beauty product reviews by @tasyafarasya has characteristics of persuasive messages structured through source credibility and the use of persuasive language that is relatable to the audience's daily life. Audience responses indicate attention, understanding, and initial positive attitudes related to emerging interest and tendencies toward consumptive behavior, although this does not always lead to a purchase.
References
AnnaZilli, M. H. (2018). Relasi Antara Agama dan Media Baru M. Haqqi AnnaZilli. Jurnal Ilmiah Syi’ar, 18(2), 26–44.
Apriani, S. (2016). Persepsi Mahasiswi Tentang Iklan Kosmetik Wardah Exclusive Series Versi Dewi Sandra di Televisi (Studi Pada Mahasiswi Ilmu Komunikasi FISIP Universitas Mulawarman). 1, 1–23.
Artanti, D., & Saifulloh, A. (2025). Persepsi Audiens Terhadap Dakwah Humanis di Instagram: Analisis Konten Reflektif Akun Instagram @santosim. 9, 327–340.
Cahyani, N., & Iskandar, I. R. (2024). Strategi Digital Marketing Produk Kosmetik Melalui Beauty Influencer. 3(2), 1917–1923.
Dewi, N. I. K., Utami, M. A. J. P., Riyasa, I. A. P. W., Sanjaya, I. N. S., Adiningrat, G. P., & Fauziah, L. (2025). Manajemen Pemasaran: Green Purchase Intention (N. I. K. Dewi (ed.). CV. Intelektual Manifes Media.
Fajarianto, O., Lestari, A. D., Erawati, D., Komunikasi, I., Swadaya, U., & Jati, G. (2021). Pemanfaatan QR Code Sebagai Media Promosi. Jurnal Signal, 9(1).
Hardianawati. (2022). Marketing Strategi Melalui Celebrity Endorsement dan Influencer. Jurnal Multidisiplin Madani (MUDIMA), 2(2), 865–876.
Husna, A. H., Mairita, D., Studi, P., Masyarakat, H., & Muhammadiyah, U. (2024). Gen Z dan Perilaku Konsumsi Konten Influencer pada TikTok. Jurnal Riset Komunikasi, 7, 86–100.
Ilham, Y., Karima, A., & Putri, S. H. (2025). Hubungan Pesan Persuasif di Media Sosial Instagram dengan Tingkat Adversity Quotient. Medkom (Jurnal Media Dan Komunikasi), 5(2), 110–125. https://e-journal.unair.ac.id/MEDKOM
Judijanto, L., Agus, F., Siskawati, E., Ansar, M., Tumober, R. T., Lumbu, A., Wiliyati, V., Junaidi, R. R., Selfiana, S., & Pratiwi, W. O. (2025). Metode Penelitian Ilmiah (E. Efitra & I. Uzma (eds.) PT. Sonpedia Publishing Indonesia.
Lestari, A. D., Erawat, D., Komunikasi, I., Swadaya, U., & Jati, G. (2019). Proses Word of Mouth Communications Sebagai Media Promosi Universitas Swadaya Gunung Jati. JURNAL SIGNAL, 7(2), 224–239.
Lubis, M. S. (2018). Struktur Penulisan Teks Pidato Mahasiswa Semester III Prodi Pendidikan Bahasa dan Sastra Indonesia Institut pendidikan Tapanuli Selatan : Kajian Retorika. Jurnal Education and Development, 4(2), 66–71. https://journal.ipts.ac.id/index.php/ED/article/view/365/183
Maharani, P., & Hendrastomo, G. (2023). Fenomena Beauty Vlogger Pada Perilaku Konsumtif Di Kalangan Mahasiswi Yogyakarta. Dimensia: Jurnal Kajian Sosiologi, 11(2), 1–15. https://doi.org/10.21831/dimensia.v11i2.59264
Manafe, R. A., Wutun, M., & Aslam, M. (2024). Logika Desain Pesan Dalam Storytelling Marketing. Jurnal Digital Media Dan Relationship, 6(1), 2722–7413.
Nurcahyani, W. (2024). Analisis Persepsi Pengguna Tiktok Terhadap Konten Promosi Produk Kecantikan #Racunskincare. Jurnal Ilmiah Wahana Pendidikan, Februari, 2024(4), 883–889. https://doi.org/10.5281/zenodo.10537317
Octabella, D. D., Dwiyanti, S., Usodoningtyas, S., & Megasari, D. S. (2021). Review Beauty Influencer Dalam Pengambilan Keputusan Konsumen Terhadap Pemilihan Produk Kosmetik Kecantikan di Surabaya. Dea Denada Octabella Program Studi SI Pendidikan Tata Rias , Fakultas Teknik , Universitas Negeri Surabaya Abstrak. E-Journal, 10(3), 145–153.
Pangesti, D., & Hidayanto, A. N. (2024). Syntax Literate : Jurnal Ilmiah Indonesia p – ISSN : 2541-0849 Engagement Masyarakat dan Content Analysist Terhadap Akun Instagram Lembaga Kementrian. Dyah Pangesti , Achmad Nizar Hidayanto Universitas Indonesia , Depok , Jawa Barat , Indonesia Pendahuluan. Jurnal Ilmiah Indonesia, 9(3).
Pratami, R., & Estriana, V. (2025). Influencer Culture dalam Pembentukan Budaya Konsumtif dan Hiperrealitas Gen Z (Studi Pada Akun Tiktok @tasyafarasya). Jurnal Sosial Teknologi, 5(8), 3114–3128. https://doi.org/10.59188/jurnalsostech.v5i8.32343
Puspitasari, D. I. (2025). Komunikasi Politik Teori, Strategi, dan Penerapannya di Era Kontemporer. Anak Hebat Indonesia.
Ridwan, M., Ulum, B., Muhammad, F., & Indragiri, U. I. (2021). Pentingnya Penerapan Literature Review pada Penelitian Ilmiah (The Importance Of Application Of Literature Review In Scientific Research) Muannif. Jurnal Masohi, 02.
Rukin. (2019). Metodologi Penelitian Kualitatif.
Salsabila, I., Zulfiningrum, R., Komputer, F. I., Studi, P., Komunikasi, I., & Nuswantoro, U. D. (2025). Source of credibility pada konten produk beauty influencer. Jurnal Komunikasi Universitas Garut : Hasil Pemikiran Dan Penelitian, 11(1).
Saputra, S. T. B., & Rahmawati, F. N. (2025). TikTok Sebagai Media Edukasi Kesehatan: Analisis Gaya Komunikasi Kesehatan Konten dr. Detektif. Jurnal Media Akademik (Jma), 3(6), 3031–5220. https://jurnal.mediaakademik.com/index.php/jma/article/view/2349
Sari, E. A., & Putra, F. D. (2025). Psikologi Komunikasi: Metode Profetik untuk Mudah Berkomunikasi.
Setiadarma, A. (2020). Pemanfaatan Media Baru Dalam media Relations. Jurnal Ilmiah Ilmu Komunikasi, XXVI(3).
Wafiq, A. (2025). Nusantara : Jurnal Ilmu Pengetahuan Sosial. Jurnal Ilmu Pengetahuan Sosial, 12(7), 3042–3046.
Zahra, M. A. N., Wulandari, W., & Widya, Y. A. C. (2023). Tiktok Sebagai Media Sosial Populer Untuk Komunikasi Bisnis. Journal Syntax Idea. 5(10).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Zalfa Khansa Ainiyyah, Khaerudin Imawan, Aghnia Dian Lestari
This work is licensed under a Creative Commons Attribution 4.0 International License.
![](<p><a%20title="call reviewer" href="https://forms.gle/D5QiZGFm3autZPui8" target="_blank" rel="noopener"><img class="col-xs-12" src="/public/site/images/admin-dinasti/call-rev1.png" /></a></p>)
