Tiktok Beauty Influencers and Electronic Word-Of-Mouth (E-WOM) Affect Skincare Purchase Decisions Among Female Undergraduate Students: A Qualitative Study of Skintific Consumers in Yogyakarta

Destiawan Bhadra Rusbandoro, Bayu Sutikno, S.E., M.S.M., Ph.D.; Rr. Tur Nastiti, S.E., M.Si., Ph.D.

2026 | Skripsi | MANAJEMEN

Penelitian ini bertujuan untuk mengeksplorasi bagaimana influencer kecantikan di TikTok dan electronic word-of-mouth (e-WOM) memengaruhi keputusan pembelian produk perawatan kulit di kalangan mahasiswi program sarjana pengguna produk Skintific di Yogyakarta. Penelitian menggunakan pendekatan kualitatif melalui studi pustaka dan wawancara semi-terstruktur terhadap 10 mahasiswi yang dipilih secara purposive berdasarkan keaktifan menggunakan TikTok, keterpaparan pada konten kecantikan, dan pengalaman membeli produk Skintific atas rekomendasi influencer. Data dianalisis secara deskriptif kualitatif untuk mengidentifikasi tema-tema utama. Hasil penelitian menunjukkan bahwa TikTok telah menjadi salah satu sumber utama informasi perawatan kulit bagi responden, melalui ulasan, tutorial, dan tren kecantikan yang muncul di halaman For You Page. Kredibilitas dan keterhubungan (relatability) influencer, bukan daya tarik fisik, ditemukan sebagai faktor paling menentukan dalam membangun kepercayaan konsumen, sehingga memperluas penerapan Source Credibility Theory pada konteks media sosial kontemporer. Selain itu, e-WOM terbukti berperan dua arah: ulasan positif memperkuat niat beli, sedangkan ulasan negatif dari sesama pengguna dapat membatalkan keputusan pembelian yang sebelumnya sudah kuat. Banyak responden juga melakukan verifikasi lintas platform, seperti Shopee dan YouTube, sebelum memutuskan untuk membeli. Penelitian ini memberikan kontribusi teoretis dengan menunjukkan perlunya adaptasi kontekstual pada Source Credibility Theory dan Consumer Purchase Decision Theory, serta implikasi praktis bagi merek perawatan kulit dalam merancang strategi pemasaran melalui influencer TikTok yang lebih autentik dan berorientasi pada pengelolaan kolom komentar.

This study explores how TikTok beauty influencers and electronic word-of-mouth (e-WOM) affect skincare purchase decisions among female undergraduate students who use Skintific products in Yogyakarta. Using a qualitative approach, data were collected through literature review and semi-structured interviews with 10 female undergraduate students, selected through purposive sampling based on active TikTok usage, exposure to beauty-related content, and prior experience purchasing Skintific products through influencer recommendations. Data were analysed using descriptive qualitative analysis to identify recurring themes. The findings show that TikTok has become a primary source of skincare information through reviews, tutorials, and viral beauty trends encountered on the For You Page. Influencer credibility and relatability, rather than physical attractiveness, emerged as the most important factors shaping consumer trust, extending Source Credibility Theory to contemporary social media contexts. In addition, e-WOM was found to function bidirectionally: positive comments reinforced purchase intention, while negative comments from other users could reverse an otherwise strong intent to purchase. Many respondents also cross-verified TikTok content with reviews on other platforms, such as Shopee and YouTube, before finalising their purchase decisions. This study contributes theoretically by highlighting the need for contextual adaptation of Source Credibility Theory and Consumer Purchase Decision Theory, and practically by suggesting that skincare brands prioritise authenticity and active comment-section management in their TikTok marketing strategies.

Kata Kunci : TikTok, influencer kecantikan, electronic word-of-mouth, keputusan pembelian, perawatan kulit, kredibilitas sumber, Skintific