Pengaruh Kredibilitas Tasya Farasya Terhadap Preferensi Konsumen Skincare di Instagram

Abstract

Penelitian ini membahas pengaruh kredibilitas influencer Tasya Farasya terhadap preferensi konsumen di media sosial, dengan fokus pada platform Instagram sebagai media komunikasi utama. Kredibilitas influencer dianalisis melalui tiga dimensi utama, yaitu keahlian (expertise), kepercayaan (trustworthiness), dan daya tarik (attractiveness), yang secara konseptual merepresentasikan kualitas komunikasi personal dan profesional seorang opinion leader digital. Populasi dalam penelitian ini mencakup pengikut akun Instagram Tasya Farasya, dengan metode penentuan sampel berbasis probability sampling menggunakan pendekatan rumus Lemeshow untuk memperoleh representasi data yang akurat. Teknik analisis regresi linier berganda diterapkan untuk menguji hubungan antar variabel. Temuan menunjukkan adanya pengaruh positif dan signifikan antara kredibilitas influencer dan preferensi konsumen, tercermin melalui nilai koefisien regresi sebesar 1,413, t- hitung sebesar 10,508 yang melebihi t-tabel 1,966, serta tingkat signifikansi 0,000. Setiap dimensi kredibilitas memberikan kontribusi dalam membentuk persepsi konsumen terhadap rekomendasi produk; keahlian memperkuat penilaian terhadap validitas informasi, kepercayaan membentuk persepsi integritas dan objektivitas, serta daya tarik memengaruhi penerimaan pesan secara emosional dan visual. Hasil ini mengindikasikan pentingnya aspek kredibilitas dalam strategi pemasaran digital yang melibatkan figur publik sebagai endorser. This study aims to determine the effect of influencer credibility on consumer preferences within the context of social media, focusing specifically on Tasya Farasya’s Instagram platform. Credibility is conceptualized through three key dimensions: expertise, trustworthiness, and attractiveness, each representing critical components of digital opinion leadership and perceived authenticity in online environments. The population comprises followers of Tasya Farasya’s Instagram account, with the sampling process conducted using probability sampling based on the Lemeshow formula to ensure adequate data representation. Multiple linear regression analysis serves as the primary analytical technique for examining the relationship between variables. The findings reveal a positive and significant impact of influencer credibility on consumer preferences, indicated by a regression coefficient of 1.413, a t-value of 10.508 (greater than the t-table value of 1.966), and a significance level of 0.000. Each credibility dimension contributes to shaping consumer responses toward product recommendations: expertise reinforces the perceived validity of information, trustworthiness fosters confidence in the influencer’s integrity and objectivity, while attractiveness enhances emotional and visual engagement with the message. These results underscore the strategic importance of credibility in digital marketing practices involving public figures as product endorsers.