Pengaruh Viral Marketing Akun TikTok @quezelyhere terhadap Minat Beli Followers

Abstract

Perkembangan teknologi telah berkembang pesat yang memudahkan manusia dalam berinteraksi, berkomunikasi, dan memperoleh informasi. Media sosial kini menjadi media komunikasi yang selalu menjadi pelarian manusia mencari informasi, terutama TikTok. Selain sebagai sarana hiburan, TikTok dipercaya sebagai sarana mencari informasi dan marketing, salah satunya skincare. Akun TikTok @quezelyhere merupakan akun yang kini sedang ramai dikenal oleh publik karena gaya viral marketing nya yang unik dan mampu menarik perhatian audiens, sehingga mampu menguasai For Your Page dengan memasarkan produk skincare yang digunakan oleh para influencer. Penelitian ini bertujuan mengetahui kondisi eksisting viral marketing dan minat beli pada akun TikTok @quezelyhere, serta mengetahui pengaruh viral marketing akun TikTok@quezelyhere terhadap minat beli skincare followers. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan metode survei kepada 100 responden yang merupakan followers akun TikTok @quezelyhere. Teknik analisis data penelitian ini menggunakan uji regresi linear sederhana. Teori yang digunakan adalah Computer Mediated Communication. Data diukur menggunakan SPSS 27, yaitu uji normalitas, uji linearitas, uji heteroskedastisitas, uji regresi linear sederhana, dan uji koefisien determinasi. Hasil penelitian ini menunjukkan kondisi eksisting viral marketing dan minat beli berada pada kategori “Baik”, artinya kondisi tersebut masih direspon dengan baik oleh audiens. Viral marketing akun TikTok @quezelyhere terhadap minat beli followers berpengaruh signifikan. Hal tersebut dibuktikan pada hasil uji regresi linear sederhana nilai Sig. sebesar 0,000 < 0,05 menunjukkan pengaruh viral marketing terhadap minat beli berpengaruh secara signifikan. Hipotesis yang dapat disimpulkan adalah H0 ditolak dan H1 diterima. Hasil uji koefisien determinasi R2 bahwa viral marketing menjelaskan sebesar 0.783 atau sebesar 78.3% variasi minat beli, sisanya sebesar 21.7% dipengaruhi oleh faktor di luar model penelitian, seperti faktor perceived quality, brand image, dan country of origin. Selain itu, faktor persepsi harga dan promosi produk skincare juga dapat memengaruhi minat beli skincare di TikTok. Penelitian ini menarik kesimpulan bahwa viral marketing yang dilakukan pada media sosial TikTok, terutama pada konten yang dihasilkan oleh akun @quezelyhere mampu memberikan pengaruh terhadap minat beli followers secara signifikan. Akun @quezelyhere berhasil memanfaatkan TikTok sebagai sarana marketing menggunakan influencer product review secara optimal, sehingga mampu dengan cepat membawa akun tersebut viral dan dikenal oleh banyak masyarakat. Hal tersebut tentu mendorong audiens secara sadar terlibat FOMO (fear of missing out) terhadap produk yang dipakai oleh influencer tersebut.

Technological advancements have progressed rapidly, making it easier for people to interact, communicate, and access information. Social media has become a go-to platform for people seeking information, particularly TikTok. In addition to being a source of entertainment, TikTok is also recognized as a platform for seeking information and marketing, including skincare. The TikTok account @quezelyhere has recently gained significant public attention due to its unique viral marketing style, which effectively captures the audience’s interest, allowing it to dominate the “For You Page” by promoting skincare products used by influencers. This study aims to determine the current state of viral marketing and purchase intent on the TikTok account @quezelyhere, as well as to examine the influence of viral marketing on this account on followers’ purchase intent for skincare products. This study employs a quantitative approach using a survey method administered to 100 respondents who are followers of the TikTok account @quezelyhere. The data analysis technique used in this study is simple linear regression. The theory applied is Computer-Mediated Communication. The data were analyzed using SPSS 27, including validity tests, reliability tests, normality tests, linearity tests, simple linear regression analysis, and the coefficient of determination test. The results of this study indicate that the current state of viral marketing and purchase intent falls into the “Good” category, meaning that these conditions are still well-received by the audience. Additionally, there is significant influence of viral marketing on the TikTok account @quezelyhere on followers’ purchase intent. This is evidenced by the results of the simple linear regression test, where the Sig. value of 0.000 < 0.05 indicates that viral marketing significantly influences purchase intent. The hypothesis that can be concluded is that H0 is rejected and H1 is accepted. The results of the R² coefficient test show that viral marketing explains 0.783, or 78.3%, of the variation in purchase intent, while the remaining 21.7% is influenced by factors outside the research model, such as perceived quality, brand image, and country of origin. Additionally, factors such as price perception and skincare product promotions can also influence purchase intent for skincare on TikTok. This study concludes that viral marketing on the social media platform TikTok—particularly content created by the @quezelyhere account—can influence followers’ purchasing interest. The @quezelyhere account successfully leveraged TikTok as a marketing platform by effectively utilizing influencer product reviews, enabling the account to go viral quickly and gain widespread recognition. This, in turn, encourages the audience to consciously experience FOMO (fear of missing out) regarding the products used by the influencer.