Content Analysis Strategy for Beauty Product Reviews by Tasya Farasya on Tiktok
Strategi Analisis Isi Review Produk kecantikan Oleh Tasya Farasya di Tiktok
DOI:
https://doi.org/10.21070/ups.10044Keywords:
Analysis isi, Content Review, Beauty Product, TiktokAbstract
This study aims to analyze the content analysis strategies implemented by beauty influencer Tasya Farasya in her beauty product review content on TikTok. Tasya Farasya leverages her popularity, credibility, and unique content style as key marketing strategies in the beauty industry. This study uses a descriptive qualitative content analysis method with the Klaus Krippendorff Content Analysis approach, which focuses on pragmatic, semantic, and instrumental analysis. The results show that Tasya Farasya uses persuasive, visually oriented, and symbolic communication strategies to drive consumer purchasing decisions. Pragmatically, her content creates Fear of Missing Out (FOMO) and encourages impulsive purchases through phrases such as “limited edition” and discounts, which trigger active engagement from the audience. Semantically, she uses convincing word choices (“Tasya Farasya Approved,” “worth it”) and beauty symbols (glowing skin, flawless makeup) to construct a narrative that product ownership is part of modern beauty standards.
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