Pengaruh Online Consumer Review Oleh Influecer Tiktok dan Label Halal Terhadap Minat Beli Produk Kecantikan

The Effect Of Online Consumer Review by Influencer Tiktok and Halal Labels on Buying Interest in Beauty Products

Pada era digital, media sosial digunakan untuk berinteraksi sampai berbisnis. Salah satu media sosial yang sedang berkembang ialah Tiktok. Dengan adanya platform ini, turut memunculkan influencer yang membuat berbagai jenis konten salah satunya adalah online consumer review. Riset internal Tiktok Indonesia menyatakan, 45% pengguna tertarik membeli produk setelah melihat video review produk kecantikan di Tiktok. Disisi lain, ketua MUI menyatakan bahwa masih banyak produk beredar yang belum berlabel halal resmi. Tujuan dari penelitian ini guna menganalisis dampak online consumer review influencer tiktok dan label halal terhadap minat beli produk kecantikan. Penelitian ini menggunakan metode penelitian kuantitatif. Dalam menentukan sample digunakan teknik purposive sampling. Sampel yang digunakan berjumlah 100 responden. Hasil penelitian menyatakan bahwa online consumer review dan label halal berpengaruh secara parsial dan simultan terhadap minat beli. Implikasi dari penelitian ini bagi pengusaha dapat menjadi tinjauan penting bahwa untuk menarik minat beli konsumen, pengusaha dapat bekerjasama dengan Influencer Tiktok agar produknya dikenal banyak orang serta memastikan produknya telah bersertifikasi dan berlabel halal MUI guna memperkuat kepercayaan calon konsumen.

Kata Kunci: Online Consumer Review, Influencer, Tiktok, Label Halal, Minat Beli

In the digital era, social media is used to interact and do business. One of the social media that is currently developing is Tiktok. With this platform, it also creates influencers who create various types of content, one of which is online consumer reviews. Tiktok Indonesia's internal research states that 45% of users are interested in buying a product after seeing a video review of beauty products on Tiktok. On the other hand, the chairman of the MUI stated that there are still many products circulating that have not been officially labeled halal. The purpose of this study is to analyze the impact of online consumer reviews of tiktok influencers and halal labels on buying interest in beauty products. This research uses quantitative research methods. In determining the sample used purposive sampling technique. The sample used is 100 respondents. The results of the study stated that online consumer reviews and halal labels partially and simultaneously influence buying interest. This research provides managerial implications for entrepreneurs, where in order to attract consumer buying interest, it is important for entrepreneurs to collaborate with Tiktok Influencers so that their products are known to many people and register their products to be certified halal by MUI in order to increase the trust of potential consumers.

Keywords: Online Consumer Review, Influencer, Tiktok, Halal Label, Buy Interest