The Effect Of Beauty Influencers’ Tiktok Content On Increasing Consumer Trust In Beauty Products (A Case Study Of Tasya Farasya’s Tiktok Account)
Keywords:
Content Credibility, Content Relevance, Audience Engagement, Consumer Trust.
Abstract
This study aims to analyze the influence of content credibility, content relevance, and audience engagement on consumer trust in beauty products, using the TikTok account of Tasya Farasya as a case study. This study employs a quantitative method with a comparative causal approach. The sample consisted of 100 respondents selected using purposive sampling. Data collection was conducted through the distribution of a questionnaire using a Likert scale and analyzed using IBM SPSS via validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, the coefficient of determination, and t-tests. The results indicate that content credibility, content relevance, and audience engagement have a positive effect on consumer trust. The higher the content credibility and relevance, and the higher the audience engagement, the higher the level of consumer trust in the beauty products promoted through Tasya Farasya’s TikTok account. Therefore, these three variables are important factors in building consumer trust through social media.
References
Abdullah. (2022). Quantitative Research Methodology. Muhammad Zaini Publishing Foundation.
Agustin, R., & Amron. (2022). The influence of TikTok social media use on consumer purchasing decisions. Journal of Digital Economics and Business, 1(3), 233–244.
Al Faris, M., Rahmawati, D., & Nugroho, A. (2025). The influence of TikTok content credibility on consumer trust in skincare products. Journal of Digital Marketing Management, 3(1), 45–58.
Amalia, N. (2024). The influence of influencer marketing and content marketing on purchasing decisions among TikTok app users: A literature review. Scientific Journal of Management and Business, 5(2), 145–156.
Central Bureau of Statistics. (2023). Statistics Indonesia 2023. Central Bureau of Statistics.
DataReportal. (2023). Digital 2023: Indonesia. https://datareportal.com/reports/digital-2023-indonesia
Dewi, N. P. A., & Putri, N. L. G. (2025). The influence of influencer credibility and brand image on interest in buying facial skin care products marketed via TikTok. International Journal of Economics, Business and Management Research, 9(1), 112–126.
Diany, A. (2025). Social media influencers: Trust, engagement, and consumer purchasing decisions. Indonesian Journal of Digital Management, 4(1), 22–36.
Gurning, R., Sihombing, M., & Simanjuntak, D. (2025). TikTok as a digital marketing platform for Generation Z. Journal of Digital Management and Business, 4(1), 14–27.
Ministry of Trade of the Republic of Indonesia. (2023). Report on the Development of Digital Trade in Indonesia 2023. Ministry of Trade of the Republic of Indonesia.
Khansa, A., & Putri, N. (2022). The use of the TikTok app as a digital communication medium among the younger generation. Journal of Communication Studies, 6(2), 98–110.
Kim, J., & Xu, Y. (2020). The impact of social media influencers on consumer trust and purchase intention. Journal of Interactive Advertising, 20(2), 123–137.
Kirana, A. S., Damayanti, A., Tumanggor, N. N., & Purnamasari, P. (2025). The influence of influencer credibility, content quality, and social interaction on purchasing decisions on TikTok e-commerce. Journal of Business and Digital Communication, 2(2), 1–9. https://doi.org/10.47134/jbkd.v2i2.3571
Machfoedz, M. (2007). Research methodology in economics and business. BPFE.
Marcelia, N., Hidayat, R., & Pratama, A. (2024). The influence of an influencer’s personal identity on consumer perceptions of cosmetic products on social media. Journal of Marketing Management, 18(2), 87–99.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709–734. https://doi.org/10.2307/258792
McKinsey & Company. (2022). The State of Fashion: Beauty and Personal Care Report 2022. McKinsey & Company.
Mileva, L., Fauzi, D. H., & Rachma, N. (2018). The influence of social media marketing on purchasing decisions through consumer trust. Journal of Business Administration, 58(1), 190–199.
Mulyani, S., Kurniawan, D., & Putra, A. (2022). The use of TikTok as a digital marketing tool for MSMEs. Journal of Creative Economy and Digital Business, 3(2), 98–109.
Nielsen. (2022). Trust in Advertising: 2022 Indonesia Consumer Survey. Nielsen Indonesia.
Pertiwi, R. (2022). The influence of beauty influencers on Generation Z’s purchasing decisions for beauty products. Journal of Communication Studies, 10(2), 145–157.
Putri, A. (2025). The influence of beauty influencers’ credibility on consumer attitudes toward beauty products. Indonesian Journal of Management and Business, 11(1), 55–69.
Ramdani, R., Fauzan, M., & Nugraha, A. (2021). The use of the TikTok app as a medium for creativity in the digital age. Journal of Digital Communication, 5(2), 121–132.
Salim, A. (2023). The influence of beauty influencers on beauty product purchase decisions on social media. Journal of Communication Science, 11(2), 112–125.
Sinolungan, J. S., Manoppo, W. S., & Tumbel, A. L. (2025). The influence of influencer marketing on purchasing decisions via the TikTok social media platform. EMBA Journal, 13(1), 45–56.
Sudijono, A. (2010). Introduction to Educational Statistics. PT RajaGrafindo Persada.
Suparman, S., Rahman, A., & Hidayat, T. (2025). The effect of influencer credibility, content marketing, and electronic word of mouth on skincare purchase decisions on TikTok. International Journal of Economics, Business, and Accounting Research, 9(1), 1–15.
Nielsen Survey. (2022). Consumer Media View Indonesia 2022. Nielsen Indonesia.
Sutrantiyas, Arif, A., & Sugandini, D. (2025). The effect of influencer credibility on purchase intention of beauty products among TikTok users in the Special Region of Yogyakarta through trust as a mediator. Journal of Management and Entrepreneurship, 27(1), 58–73.
Ulkhusna, D. C. H., Giningroem, D. S. W. P., & Puspitorini, F. (2025). The influence of TikTok content credibility, brand trust, and brand image on the purchase interest of followers of the @by.diaraofficial account. Scientific Journal of Economics, Management, Business, and Accounting, 2(4), 705–718. https://doi.org/10.61722/jemba.v2i4.1262
Zagita, N., & Dewi, P. (2025). The influence of skincare product reviews on the TikTok platform on consumer purchasing preferences. Journal of Digital Management and Business Research, 3(1), 33–46.
Zikmund, W. G., & Babin, B. J. (2013). Essentials of Marketing Research (5th ed.). Cengage Learning.
Agustin, R., & Amron. (2022). The influence of TikTok social media use on consumer purchasing decisions. Journal of Digital Economics and Business, 1(3), 233–244.
Al Faris, M., Rahmawati, D., & Nugroho, A. (2025). The influence of TikTok content credibility on consumer trust in skincare products. Journal of Digital Marketing Management, 3(1), 45–58.
Amalia, N. (2024). The influence of influencer marketing and content marketing on purchasing decisions among TikTok app users: A literature review. Scientific Journal of Management and Business, 5(2), 145–156.
Central Bureau of Statistics. (2023). Statistics Indonesia 2023. Central Bureau of Statistics.
DataReportal. (2023). Digital 2023: Indonesia. https://datareportal.com/reports/digital-2023-indonesia
Dewi, N. P. A., & Putri, N. L. G. (2025). The influence of influencer credibility and brand image on interest in buying facial skin care products marketed via TikTok. International Journal of Economics, Business and Management Research, 9(1), 112–126.
Diany, A. (2025). Social media influencers: Trust, engagement, and consumer purchasing decisions. Indonesian Journal of Digital Management, 4(1), 22–36.
Gurning, R., Sihombing, M., & Simanjuntak, D. (2025). TikTok as a digital marketing platform for Generation Z. Journal of Digital Management and Business, 4(1), 14–27.
Ministry of Trade of the Republic of Indonesia. (2023). Report on the Development of Digital Trade in Indonesia 2023. Ministry of Trade of the Republic of Indonesia.
Khansa, A., & Putri, N. (2022). The use of the TikTok app as a digital communication medium among the younger generation. Journal of Communication Studies, 6(2), 98–110.
Kim, J., & Xu, Y. (2020). The impact of social media influencers on consumer trust and purchase intention. Journal of Interactive Advertising, 20(2), 123–137.
Kirana, A. S., Damayanti, A., Tumanggor, N. N., & Purnamasari, P. (2025). The influence of influencer credibility, content quality, and social interaction on purchasing decisions on TikTok e-commerce. Journal of Business and Digital Communication, 2(2), 1–9. https://doi.org/10.47134/jbkd.v2i2.3571
Machfoedz, M. (2007). Research methodology in economics and business. BPFE.
Marcelia, N., Hidayat, R., & Pratama, A. (2024). The influence of an influencer’s personal identity on consumer perceptions of cosmetic products on social media. Journal of Marketing Management, 18(2), 87–99.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709–734. https://doi.org/10.2307/258792
McKinsey & Company. (2022). The State of Fashion: Beauty and Personal Care Report 2022. McKinsey & Company.
Mileva, L., Fauzi, D. H., & Rachma, N. (2018). The influence of social media marketing on purchasing decisions through consumer trust. Journal of Business Administration, 58(1), 190–199.
Mulyani, S., Kurniawan, D., & Putra, A. (2022). The use of TikTok as a digital marketing tool for MSMEs. Journal of Creative Economy and Digital Business, 3(2), 98–109.
Nielsen. (2022). Trust in Advertising: 2022 Indonesia Consumer Survey. Nielsen Indonesia.
Pertiwi, R. (2022). The influence of beauty influencers on Generation Z’s purchasing decisions for beauty products. Journal of Communication Studies, 10(2), 145–157.
Putri, A. (2025). The influence of beauty influencers’ credibility on consumer attitudes toward beauty products. Indonesian Journal of Management and Business, 11(1), 55–69.
Ramdani, R., Fauzan, M., & Nugraha, A. (2021). The use of the TikTok app as a medium for creativity in the digital age. Journal of Digital Communication, 5(2), 121–132.
Salim, A. (2023). The influence of beauty influencers on beauty product purchase decisions on social media. Journal of Communication Science, 11(2), 112–125.
Sinolungan, J. S., Manoppo, W. S., & Tumbel, A. L. (2025). The influence of influencer marketing on purchasing decisions via the TikTok social media platform. EMBA Journal, 13(1), 45–56.
Sudijono, A. (2010). Introduction to Educational Statistics. PT RajaGrafindo Persada.
Suparman, S., Rahman, A., & Hidayat, T. (2025). The effect of influencer credibility, content marketing, and electronic word of mouth on skincare purchase decisions on TikTok. International Journal of Economics, Business, and Accounting Research, 9(1), 1–15.
Nielsen Survey. (2022). Consumer Media View Indonesia 2022. Nielsen Indonesia.
Sutrantiyas, Arif, A., & Sugandini, D. (2025). The effect of influencer credibility on purchase intention of beauty products among TikTok users in the Special Region of Yogyakarta through trust as a mediator. Journal of Management and Entrepreneurship, 27(1), 58–73.
Ulkhusna, D. C. H., Giningroem, D. S. W. P., & Puspitorini, F. (2025). The influence of TikTok content credibility, brand trust, and brand image on the purchase interest of followers of the @by.diaraofficial account. Scientific Journal of Economics, Management, Business, and Accounting, 2(4), 705–718. https://doi.org/10.61722/jemba.v2i4.1262
Zagita, N., & Dewi, P. (2025). The influence of skincare product reviews on the TikTok platform on consumer purchasing preferences. Journal of Digital Management and Business Research, 3(1), 33–46.
Zikmund, W. G., & Babin, B. J. (2013). Essentials of Marketing Research (5th ed.). Cengage Learning.
Published
2026-07-25
How to Cite
Fadhilah Nur Cahya, & Eka Sudarmaji. (2026). The Effect Of Beauty Influencers’ Tiktok Content On Increasing Consumer Trust In Beauty Products (A Case Study Of Tasya Farasya’s Tiktok Account). International Journal of Economics, Business and Innovation Research, 5(04), 5481-5495. https://doi.org/10.63922/ijebir.v5i04.5528
.png)
Contact Person +6282139474255
Email : ijebir@citakonsultindo.or.id / editor.ijebir@gmail.com
