PERAN AKTIVITAS DIGITAL PUBLIC RELATIONS MELALUI TIKTOK DALAM MEMBANGUN KEPERCAYAAN REMAJA PEREMPUAN TERHADAP PRODUK SCARLETT WHITENING

Abstract

The rapid growth of social media has transformed Digital Public Relations practices in building relationships and public trust toward brands. TikTok has become one of the most widely used platforms by Scarlett Whitening to disseminate creative content, user testimonials, product reviews, and influencer collaborations to enhance consumer trust, particularly among female adolescents. This study aims to analyze the role of Digital Public Relations activities on TikTok in building female adolescents' trust in Scarlett Whitening products. The research employed a constructivist paradigm with a qualitative case study approach. Primary data were collected through in-depth interviews with female adolescent TikTok users who had purchased Scarlett Whitening products, while secondary data were obtained through documentation and relevant academic literature. Data were analyzed using data reduction, data display, and conclusion drawing techniques. The findings indicate that Scarlett Whitening's Digital Public Relations activities, including informative content, user testimonials, electronic word-of-mouth (e-WOM), and interactive communication on TikTok, play an important role in building consumer trust. Such trust encourages information seeking, strengthens confidence in product quality, and ultimately influences purchasing decisions. The study concludes that Digital Public Relations serves as an effective communication strategy for establishing trust and maintaining relationships between brands and their publics through social media.