PENGARUH TINGKAT PERSUASIF KONTEN INFLUENCER TASYA FARASYA PADA MEDIA SOSIAL TIKTOK DAN INTENSITAS MEMBACA ONLINE CUSTOMER REVIEW TERHADAP MINAT BELI PRODUK MAYBELLINE SUPERSTAY VINYL INK

Abstract

This study investigates the influence of influencer content and online reviews on purchase intention toward Maybelline SuperStay Vinyl Ink, which has yet to achieve top brand status in Indonesia's lipstick category. Despite utilizing persuasive content by influencer Tasya Farasya on TikTok and being supported by online customer reviews, the product ranked second in the 2024 Top Brand Award. Using the Elaboration Likelihood Model and buyer’s information environment theory, this quantitative research involved 100 respondents selected through purposive sampling and analyzed using simple linear regression via SPSS 27. The findings reveal that both the persuasiveness of Tasya Farasya’s TikTok content and the intensity of reading online customer reviews significantly influence purchase intention. It is recommended that the company optimize influencer use, enhance other marketing mix elements, and manage customer reviews professionally to build consumer trust.