PENGARUH KREDIBILITAS REIZUKA ARI DALAM KONTEN TIKTOK AFFILIATE TERHADAP MINAT BELI PRODUK SKINCARE LOCAL BRAND

Abstract

The development of digital media, particularly the TikTok platform, has driven significant changes in promotional patterns and consumer behavior, particularly in the beauty industry. Through short video content combined with the TikTok Affiliate system, this platform has become a strategic tool for influencers to convey persuasive and easily accessible product recommendations to audiences. In practice, the effectiveness of Affiliate content is determined not only by the intensity of promotion but also by the influencer's credibility as an information source capable of shaping audience perceptions, trust, and interest in the featured local skincare brand products. This study examines the influence of Reizuka Ari's credibility in TikTok Affiliate content on purchase intention for local skincare brand products. Theoretically, this study refers to the concept of Source Credibility which includes three main dimensions: attractiveness, trustworthiness, and expertise, as well as the concept of Purchase Intention which includes transactional, referential, preferential, and exploratory interest. These two concepts are used to examine how Reizuka Ari's characteristics as an Affiliate content creator can influence audience tendencies in assessing, trusting, and considering purchasing local skincare brand products. This study uses a quantitative method with a positivist paradigm. Data were obtained through questionnaires distributed to 100 TikTok users who had been exposed to Reizuka Ari's Affiliate content. Data analysis was performed using simple linear regression with the help of SPSS version 30 software. The results showed that Reizuka Ari's credibility had a positive and significant effect on audience purchase intention, with an R Square value of 0.575. This finding indicates that 57.5% of the variation in purchase intention can be explained by source credibility, with the expertise dimension as the largest contributor in encouraging audiences to consider purchasing skincare products recommended through TikTok Affiliate content.